| dc.description.abstract | The increasingly tight competition in the culinary business in the current era
makes consumer loyalty one of the keys to business sustainability. Tiny Kitchen
Medan, a food business specializing in dimsum mentai, cookies, and cheesecake, is
required to continuously innovate and maintain product quality to retain its
customers. Product innovation and product quality are believed to influence the level
of consumer loyalty toward the brand.
This study aims to identify and analyze the effect of product innovation on
consumer loyalty, the effect of product quality on consumer loyalty, as well as the
simultaneous effect of both variables on consumer loyalty at Tiny Kitchen Medan.
This research employs a quantitative approach with an associative research
type. Data collection was carried out by distributing questionnaires to 100
respondents who are consumers of Tiny Kitchen Medan. The data analysis
techniques used include validity test, reliability test, multiple linear regression, t-test,
F-test, and the coefficient of determination (R²).
The results show that both product innovation and product quality have a
partial and simultaneous influence on customer loyalty. The partial significance test
(t-test) shows that the product innovation variable (X1) has a t-value of 2.557 > 1.985
with a significance level of 0.012 < 0.05 and a positive regression coefficient of
0.223. This indicates that product innovation (X1) has a significant influence on
customer loyalty (Y). The product quality variable (X2) has a t-value of 7.992 > 1.985
with a significance level of 0.000 < 0.05 and a positive regression coefficient of
0.480, indicating that product quality (X2) significantly affects customer loyalty (Y).
Based on the coefficient of determination test, the correlation value (R) between
product innovation (X1), product quality (X2), and consumer loyalty (Y) is 0.893.
Furthermore, the adjusted R square value shows that product innovation (X1) and
product quality (X2) influence consumer loyalty (Y) by 79.3%, while the remaining
10.7% is influenced by other factors outside this research model. | en_US |
