Pengaruh Dining Service Quality dan Kepuasan Terhadap Loyalitas Pelanggan di Aster Caffe Kota Medan

Abstract

This study aims to analyze the effect of dining service quality and satisfaction on customer loyalty at Aster Caffe, Medan City. The increasingly competitive culinary industry requires business actors to maintain customer loyalty by improving service quality and customer satisfaction. The research method uses a quantitative approach with a population of 12,251 customers for 1 year. The sampling technique uses the Slovin formula with the Purposive Sampling method, so that 100 respondents are obtained. Data analysis uses multiple regression techniques. The results of the study indicate that simultaneously and partially dining service quality and satisfaction have a significant effect on customer loyalty. The coefficient of determination (R Square) value is 0.522, which means that 52.2% of the dependent variable can be explained by the independent variable, while the rest is explained by other variables outside the study.