| dc.description.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. | en_US |
