Pengaruh Brand Local dan Kualitas Produk Terhadap Loyalitas Pelanggan Sumatra Roastery (Studi Pada Pelanggan Sumatra Roastery di Kota Medan)

Abstract

In today’s digital era, Indonesia has entered a dynamic coffee industry revolution. To achieve success in the business world, entrepreneurs must be able to build a strong local brand in the hearts of consumers. Where local brands can be the main weapon for companies to compete and maintain their existence in increasingly competitive competition. This study aims to analyze how the influence of local brands and product quality affects customer loyalty to Sumatera Roastery, with a study on customers of Sumatra Roastery in Medan City. Furthermore, the variables of influence between Local brand and Product Quality will be analyzed partially and simultaneously on Customer Loyalty to Sumatra Roastery. This study uses quantitative research methods. The population in this study is Sumatra Roastery customers in Medan city, and the sample taken was 100 respondents. Sampling was conducted using purposive sampling technique. Primary data was obtained through direct distribution of questionnaires and secondary data was obtained through literature study. The analysis methods used are validity tests, reliability, classical assumptions, multiple linear regression, partial tests, simultaneous tests, and determination tests processed through Ms. Excel and SPSS ver 22 software. The results of this study indicate that the Local brand variable (X1) has a positive effect on increasing Customer Loyalty and Product Quality (X2) has a positive effect on increasing. Local brand (X1) and Product Quality (X2) explain the variation of the dependent variable on Customer Loyalty (Y). Based on the Adjusted R Square value, it is known that the Local brand and Product Quality variables contribute 0.371% to the Customer Loyalty variable, while the remaining 0.228% is influenced by factors outside this study.