Pengaruh Price, E-Service Quality, dan Product Innovation terhadap Customer Loyalty pada Kopi Kenangan Ruko Sultan Hasanuddin Kota Binjai

Abstract

In the era of modern business competition, the coffee industry has experienced rapid growth in line with the increasing consumer interest in ready-to-drink coffee beverages. This phenomenon encourages every business player to develop effective strategies to retain customers amid the growing number of coffee brands and outlets emerging in the market.This study aims to determine the effect of Price (X1), E-Service Quality (X2), and Product Innovation (X3) on Customer Loyalty (Y). This study uses an associative research method with a causal-comparative research. The type of data used is primary data in the form of a questionnaire directly given to consumers of Kopi Kenangan Ruko Sultan Hasanuddin, Binjai City and secondary data obtained from processing previous studies. The population of this study is consumers of Kopi Kenangan Ruko Sultan Hasanuddin, Binjai City whose number is unknown. The sample in this study amounted to 80 people with a sampling technique using purposive sampling. The analysis method used is multiple linear regression analysis processed with SPSS software. The results of the study indicate that Price (X1), E-Service Quality (X2), and Product Innovation (X3) on Customer Loyalty(Y) simultaneously have a positive and significant effect on Customer Loyalty (Y). Partially, Price(X1) has a positive and significant effect on Customer Loyalty (Y), E-Service Quality(X2) has a positive and significant effect on Customer Loyalty (Y), and Product Innovation (X3)has a positive and significant effect on Customer Loyalty(Y).