Pengaruh Harga dan Kualitas Produk Terhadap Loyalitas Pelanggan (Studi Pada Warung Sate Mamang Ayeb Jl. Bandung no. 27 Medan)

Abstract

Business competition in the field of traditional culinary is getting tighter so the company should be able to maintain its presence in the market by way of satisfying their customers and for companies those are not ready to compete will disappear from the market. One of the business strategy that can be applied by the company is maintaining the customer loyalty they own by creating reliable products with the best quality and the application of appropriate product prices that are ready to compete in the market. This study aimed to test whether customer loyalty of Warung Sate Mamang Ayeb influenced by the price and quality of the product. The population in this study is the customer of Warung Mamang Ayeb Sate in Jl. Bandung No. 27 Medan. Samples are taken as many as 100 respondents by using probability sampling with random sampling techniques. Data is collected by using questionnaires distributed to customers. The method used is descriptive quantitative data analysis by means of multiple linear regression analysis. The result of the analysis using multiple linear regression can be seen that the following regression equation Y = 5.385 + 0,201X1 + 0,309X2 + ε where X1 and X2 are the price variable is the variable quality of the product. This equation shows that the variable price and quality products towards positive effect on customer loyalty. The results of the t test or partial test indicates that the variable price and product quality effect on customer loyalty, the t value on each variable is a price variable (2,143) and the quality of the product (3.825) where the value of degree t table (1.984) so that the t value variable is greater than t table. Testing f test or simultaneous indicates that the price variable and quality of products on customer loyalty obtained f count of 11.060 with a significance level of 0.000.