Pengaruh Kualitas Produk, Kualitas Layanan, dan Kepuasan Konsumen terhadap Loyalitas Konsumen pada Kopi Tuku di Tangerang dan Jakarta Barat
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Abstract
This study was conducted to determine whether there is a positive and significant effect of Product Quality on Customer Loyalty, second to find out whether there is a positive and significant effect of Service Quality on Customer Loyalty, third to determine whether there is a positive and significant effect of Customer Satisfaction on Customer Loyalty and fourth to determine whether there is a positive and significant effect of Customer Satisfaction on Customer Loyalty. determine whether there is a positive and significant influence between Product Quality, Service Quality, and Customer Satisfaction on Customer Loyalty. The population used in this study were Customers of the Tuku Coffee Shop in Tangerang and West Jakarta. The number of respondents in this study was 200 people, with non-probability sampling techniques and convenience sampling. Data processing was then carried out with the PLS program and tested each hypothesis. The results are: (1) Product Quality has a positive influence on Customer Loyalty (2) Service Quality has a positive influence on Customer Loyalty (3) Customer Satisfaction has a positive influence on Customer Loyalty (4) Product Quality, Service Quality, and Customer Satisfaction have a positive influence on Customer Loyalty. Customer Loyalty.
Penelitian ini dilakukan bertujuan untuk mengetahui apakah ada pengaruh positif dan signifikan Kualitas Produk terhadap Loyalitas Konsumen, kedua untuk mengetahui apakah ada pengaruh positif dan signifikan Kualitas Layanan terhadap Loyalitas Konsumen, ketiga untuk mengetahui apakah ada pengaruh positif dan signifikan Kepuasan Konsumen terhadap Loyalitas Konsumen dan keempat untuk mengetahui apakah ada pengaruh positif dan signifikan antara Kualitas Produk, Kualitas Layanan dan Kepuasan Konsumen terhadap Loyalitas Konsumen. Populasi yang digunakan didalam penelitian ini adalah konsumen dari Kedai Kopi Tuku yang berada di Tangerang dan Jakarta Barat. Jumlah responden dalam penelitian ini sebanyak 200 orang, dengan teknik nonprobability sampling dan convenience sampling. Pengolahan data kemudian dilakukan dengan Program PLS dan melakukan pengujian pada masing-masing hipotesis. Hasilnya ialah: (1) Kualitas Produk memiliki pengaruh positif terhadap Loyalitas Konsumen (2) Kualitas Layanan memiliki pengaruh posisitf terhadap Loyalitas Konsumen (3) Kepuasan Konsumen memiliki pengaruh positif terhadap Loyalitas Konsumen (4) Kualitas Produk, Kualitas Layanan dan Kepuasan Konsumen memiliki pengaruh positif terhadap Loyalitas Konsumen.
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