Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan (Studi pada Konsumen Restoran Mie Gacoan Yogyakarta)

Dyah, Wahyu Utami (2020) Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan (Studi pada Konsumen Restoran Mie Gacoan Yogyakarta). Masters thesis, STIM YKPN Yogyakarta.

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Abstract

In Yogyakarta there are many culinary businesses. One of them is Restaurant Mie Gacoan Yogyakarta. This location was chosen because it is one of the noodle menu restaurant with the most crowded of visitor in Yogyakarta. This study aims to determine the effect of product quality, service quality, and customer satisfaction on customer loyalty at Restaurant Mie Gacoan Yogyakarta. The independent variables used in this study are product quality, service quality, and customer satisfaction. And the dependent variable in this study is customer loyalty. This research was conducted at Restaurant Mie Gacoan Yogyakarta. The sampling technique uses purposive sampling. The sample used in this study amounted to 150 respondents who bought more than 3x through the distribution of questionnaires. Data analysis method used is quantitative analysis, namely the validity and reliability test, the basic assumption test, the classic assumption test, the multiple linier regression analysis the t test, and the coefficient of determination. Based on the results of the t test showed that the product quality and customer satisfaction significantly influenced customer loyalty at Restaurant Mie Gacoan Yogyakarta. Whereas for the service quality was not significantly influence customer satisfaction at Restaurant Mie Gacoan Yogyakarta.

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