FURQON RAMADHAN, SAIF (2023) PENGARUH KUALITAS PELAYANAN, KERAGAMAN PRODUK, DAN KENYAMANAN TEMPAT TERHADAP LOYALITAS PELANGGAN PADA PEKPOK COFFEE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Customer loyalty is one of many factors that must be considered in running a business. Service quality, product diversity, and convenience of place are some of the factors that influence loyalty of customer. The problem in this research is whether service quality, product diversity, and place convenience affect on customer loyalty. The method used in this research is descriptive quantitative. The data used are primary data and secondary data. Data collection techniques in this study was using a questionnaire. The population in this study was Pekpok Coffee customers and the sample used was 50 respondents taken from Pekpok Coffee customers. Techniques of data analysis and hypothesis testing using multiple linear regression. The independent variables in this study are service quality (X1), product diversity (X2), and convenience of place (X3). The dependent variable is customer loyalty (Y). The results indicated that service quality, product diversity, and convenience of place have a significant effect on customer loyalty. Partially, product diversity and place convenience have a significant effect on customer loyalty, while service quality does not have a significant effect on customer loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Loyalitas pelanggan merupakan salah satu faktor yang harus diperhatikan dalam menjalankan suatu bisnis. Kualitas pelayanan, keragaman produk dan kenyamanan tempat merupakan beberapa faktor yang mempengaruhi loyalitas pelanggan. Permasalahan dalam penelitian ini adalah apakah kualitas pelayanan, keragaman produk, dan kenyamanan tempat berpengaruh terhadap loyalitas pelanggan. Metode yang digunakan dalam penelitian ini adalah deskriptif kuantitatif. Data yang digunakan adalah data primer dan data sekunder. Teknik pengumpulan data pada penelitian ini menggunakan kuesioner. Populasi dalam penelitian ini adalah pelanggan Pekpok Coffee dan sampel yang digunakan sebanyak 50 responden yang diambil dari pelanggan Pekpok Coffee. Teknik analisis data dan pengujian hipotesis menggunakan regresi linier berganda. Variabel independen dalam penelitian ini adalah kualitas pelayanan (X1), keragaman produk (X2), dan kenyamanan tempat (X3). Variabel dependennya adalah loyalitas pelanggan (Y). Hasil penelitian menunjukkan bahwa kualitas pelayanan, keragaman produk, dan kenyamanan tempat berpengaruh signifikan terhadap loyalitas pelanggan. Secara parsial keberagaman produk dan kenyamanan tempat berpengaruh signifikan terhadap loyalitas pelanggan, sedangkan kualitas pelayanan tidak berpengaruh signifikan terhadap loyalitas pelanggan. | |||||||||
| Uncontrolled Keywords: | Customer Loyalty, Pekpok Coffee, Service Quality | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Saif Furqon Ramadhan | |||||||||
| Date Deposited: | 02 Nov 2023 10:15 | |||||||||
| Last Modified: | 02 Nov 2023 10:15 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29370 |
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