Azarya, Delvino Rafiif Gavin and Inggang Perwangsa Nuralam, SE.,MBA., Ph.D (2023) Pengaruh Kualitas Produk, Layanan, dan Harga Terhadap Loyalitas Pelanggan By Coffee Kota Malang (Survei pada Pengunjung By Coffee Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
pertumbuhan coffee shop di Indonesia sendiri telah menjamur di berbagai kota-kota besar termasuk Kota Malang. Tujuan dari penelitian ini untuk mengetahui pengaruh kualitas produk, layanan dan harga terhadap loyalitas pelanggan pada konsumen By Coffee di Kota Malang. Jenis penelitian ini Kuantitatif dengan populasi seluruh calon konsumen By Coffee Di Kota Malang, karena jumlah populasi tidak diketahui dan sifatnya dinamis maka penentuan jumlah sampel ditentukan dengan rumus Lameshow dan didapat 150 responden. Data merupakan data primer yang dikumpulkan dengan kuisioner. Data kemudian dianalisa dengan regresi linier berganda dengan bantuan SPSS 25. Hasil penelitian menunjukkan secara parsial kualitas produk dan kualitas pelayanan berpengaruh signifikan terhadap loyalitas pelanggan ByCoffee Malang sedangkan Harga tidak berpengaruh signifikan terhadap Loyalitas Pelanggan ByCoffee Malang. Terdapat pengaruh secara simultan (bersama-sama) Kualitas Produk, Kualitas Pelayanan dan Harga terhadap Loyalitas Pelanggan ByCoffee Malang.
English Abstract
Coffee shops themselves have become a promising business area, where the growth of coffee shops in Indonesia has mushroomed in various big cities, including Malang City. The purpose of this research is to determine the influence of product quality, service and price on customer loyalty among By Coffee consumers in Malang City. This type of research is quantitative with a population of all potential By Coffee consumers in Malang City, because the population size is unknown and its nature is dynamic, the sample size was determined using the Lameshow formula and 150 respondents were obtained. The data is primary data collected using a questionnaire. The data was then analyzed using multiple linear regression with the help of SPSS 25. The research results partially showed that product quality and service quality had a significant effect on ByCoffee Malang customer loyalty, while price had no significant effect on ByCoffee Malang Customer Loyalty. There is a simultaneous influence (together) of Product Quality, Service Quality and Price on ByCoffee Malang Customer Loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030488 |
| Uncontrolled Keywords: | Bycoffee, Loyalitas Pelanggan, Kualitas Produk, Kualitas Pelayanan, Harga |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 09 Jan 2024 06:43 |
| Last Modified: | 09 Jan 2024 06:43 |
| URI: | http://repository.ub.ac.id/id/eprint/206414 |
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