Effect of price and promotion on customer loyalty of domestic and export coal in the time of the COVID-19 pandemic

Muhammad Firdaus; Zakaria Wahab; Marlina Widiyanti; Muchsin Saggaf Shihab

doi:10.21744/ijss.v5n1.1820

Authors

Muhammad Firdaus
m01firdaus09@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Master Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Muchsin Saggaf Shihab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

COVID-19 pandemic, customer loyalty, domestic and export, price, promotion

Abstract

This study was conducted to determine the effect of price and promotion on the loyalty of domestic and export coal customers during the COVID 19 pandemic at PT Bukit Asam, Tbk. The population in this study were all domestic and export coal consumers who made purchases during the COVID-19 pandemic at PT. Bukit Asam, Tbk in 2020 as many as 58 companies. Determining the sample in this study uses a purposive sampling technique. With consideration to save time and effort and get more accurate results, the number of samples used in this study was 100 respondents distributed through distributing questionnaires. The multiple linear regression analysis results show that price has a positive and significant effect on customer loyalty for domestic and export coal during the COVID-19 pandemic at PT Bukit Asam, Tbk. Sales promotion positively and significantly affected customer loyalty for domestic and export coal during the COVID 19 pandemic at PT Bukit Asam, Tbk. The price variable is expected to make adjustments in determining the price of coal by surveying competitors who sell coal. In the sales promotion variable, it is expected that the company can improve in doing more attractive advertising.

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