Mendorong Loyalitas Pengguna Program Keluarga Berencana (KB): Pengaruh Brand Awareness, Kualitas Layanan, Efektivitas Komunikasi, dan Aksesibilitas Layanan di Kecamatan Kwandang, Kabupaten Gorontalo Utara

Yowan Puluhulawa; Deby Rita  Karundeng; Moh. Afan  Suyanto

doi:10.54209/jasmien.v5i08.2084

Yowan Puluhulawa Program Studi Magister Manajemen, Universitas Gorontalo
Deby Rita Karundeng Program Studi Magister Manajemen, Universitas Gorontalo
Moh. Afan Suyanto Program Studi Magister Manajemen, Universitas Gorontalo

DOI: https://doi.org/10.54209/jasmien.v5i08.2084

Keywords: Loyalitas Pengguna, Program KB, Brand Awareness, Kualitas Layanan, Aksesibilitas Layanan

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Abstract

Penelitian ini bertujuan menganalisis pengaruh brand awareness, kualitas layanan, efektivitas komunikasi, dan aksesibilitas layanan terhadap loyalitas pengguna Program Keluarga Berencana (KB) di Kecamatan Kwandang, Kabupaten Gorontalo Utara. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner skala Likert. Populasi penelitian adalah peserta aktif KB sebanyak 1.248 orang, sedangkan sampel ditentukan menggunakan rumus Slovin (e = 10%) sehingga diperoleh 93 responden dengan teknik proportionate stratified random sampling. Data dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa secara simultan keempat variabel independen berpengaruh positif dan signifikan terhadap loyalitas pengguna (F = 19,662; sig. = 0,000) dengan nilai R Square = 0,472, yang berarti 47,2% variasi loyalitas dapat dijelaskan oleh model. Secara parsial, brand awareness (β = 0,242; sig. = 0,003), kualitas layanan (β = 0,334; sig. = 0,000), efektivitas komunikasi (β = 0,275; sig. = 0,001), dan aksesibilitas layanan (β = 0,257; sig. = 0,002) berpengaruh signifikan, dengan kualitas layanan sebagai faktor paling dominan. Temuan ini menegaskan pentingnya penguatan mutu pelayanan, strategi komunikasi, kemudahan akses, dan citra program untuk meningkatkan loyalitas pengguna KB secara berkelanjutan

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