Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Loyalitas Konsumen pada Rumah Makan Putri di Jln.Abdul Hakim, Kampung Susuk, Padang Bulan, Medan

Abstract

This study aims to determine the influence of Product quality and Service quality on Costumer loyalty. Where is the independent variable consist of Product quality variable and Service quality variable influences Costumer Loyalty variable as the dependents variable. This research was conducted at Putri’s Restaurant on the Abdul Hakim Street, Kampung Susuk, Padang Bulan, Medan. Methods of data collection in this study is questionnaires filled out by the respondents are consumers of Putri’s Restaurant that have been bought at least three times in week. Taking sample of 70 respondents in this study using a simple random sampling method. The independent variables in this study consisted of Product quality and Service quality, while the dependent variable is Costumer loyalty. The analysis used in this research include analysis of index number, validation test, reliability test, the classical assumption test, multiple linear regression analysis and hypothesis test including t-test, F-test, and coefficient of determination of analysis (R2 ). Result using linear regression analysis showed that Product quality variable has positive influence on Costumer loyalty and the variable Service quality has positive influence on Costumer loyalty. Result of analysis using t-test can be known that Product quality and Service quality has positive and significantly impact on Costumer loyalty. The analysis using the coefficient of determination found that 65,3% Costumer loyalty variable can be explained by the variation of he Product quality and Service quality, while 34,7% explained by other variables that not included in this study.