Pengaruh Service Quality dan Product Quality Terhadap Loyalitas Pelanggan Kopi Kenangan (Studi pada Pelanggan Kopi Kenangan di Kota Binjai)

Abstract

The coffee industry in Indonesia is growing rapidly, supported by lifestyle changes and increasing coffee consumption trends. Kopi Kenangan as one of the most popular brands faces challenges in maintaining customer loyalty. Observation at the Sultan Hasanuddin Shophouse outlet in Binjai City shows that slow service and declining coffee quality cause customer dissatisfaction, which has the potential to reduce loyalty and encourage them to switch to competitors. This study aims to find know the impact of service quality and product quality affect Kopi Kenangan customer loyalty in Binjai City. The effect of service quality dan product quality will be analyzed partially and simultaneously on costumer loyalty. The form of research used is quantitative with an associative approach. The population in this study were people who purchased Kopi Kenangan at Sultan Hasanuddin Shophouse, Binjai City at least five times in the last month. With a sample of 96 respondents, the sample approach used in this study was non probability sampling in the form of incidental sampling. Primary data obtained through direct questionnaire distribution and secondary data. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and are processed through a statistical analysis program. The results of the research conducted show that service quality (X1) and product quality (X2) partially and simultaneously affect customer loyalty (Y) Kopi Kenangan. Based on the coefficient of determination test, it is found that the magnitude of the relationship between service quality (X1) and product quality (X2) variables on the customer loyalty variable (Y) with an R value of 0,742. Through the adjusted R square value, it is also known that the variables between service quality and product quality contribute 74,2% to the customer loyalty variable, while the remaining 25,8% is influenced by other variables not discussed in this study.