PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN DI CAFE WELL THE FOOD (WTF) BENGKULU - Theresia Devi Yanti; Rina Suthia Hayu; Sularsih Anggarawati (Student Journal of Business and Management, 2022)
Abstract : This study aims to analyze the effect of service quality, product quality and brand image on customer loyalty at Café Well The Food (WTF) Bengkulu. The research was built using four hypotheses which were then tested for their truth. A total of 25,200 customers who became the study population were determined as many as 185 customers as a sample using accidental sampling techniques and questionnaires were selected to be used as a data collection tool. The research analysis was carried out using descriptive analysis in the form of means and hypothesis testing methods using multiple linear regression assisted by the application of SPSS ver. 20. The findings reveal that service quality has a partial significant effect on customer loyalty, product quality has a partial significant effect on customer loyalty, brand image has a partial significant effect on customer loyalty and service quality, product quality and brand image has a simultaneous significant effect on customer loyalty. For this reason, Café Well The Food (WTF) Bengkulu needs to pay special attention to service quality, product quality and brand image that is built in order to maintain customer loyalty. Keywords: Service Quality, Product Quality, Brand Image and Customer Loyalty Abstrak : Penelitian ini bertujuan untuk menganalisis pengaruh service quality, product quality dan brand image terhadap loyalitas pelanggan di Café Well The Food (WTF) Bengkulu. Penelitian dibangun dengan menggunakan empat hipotesis yang kemudian diuji kebenarannya. Sebanyak 25.200 pelanggan yang menjadi populasi penelitian ditentukan sebanyak 185 pelanggan sebagai sampel dengan menggunakan teknik accidental sampling dan kuesioner dipilih untuk digunakan sebagai alat pengumpulan data. Analisis penelitian dilakukan dengan menggunakan analisis deskriptif berupa mean dan metode pengujian hipotesis menggunakan regresi linier berganda dibantu dengan aplikasi SPSS ver. 20. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh signifikan secara parsial terhadap loyalitas pelanggan, kualitas produk berpengaruh signifikan secara parsial terhadap loyalitas pelanggan, citra merek berpengaruh signifikan secara parsial terhadap loyalitas pelanggan dan kualitas pelayanan, kualitas produk dan citra merek berpengaruh secara simultan berpengaruh signifikan terhadap loyalitas pelanggan. Untuk itu, Café Well The Food (WTF) Bengkulu perlu memberikan perhatian khusus terhadap kualitas pelayanan, kualitas produk dan brand image yang dibangun demi menjaga loyalitas pelanggan. Kata Kunci : Kualitas Layanan, Kualitas Produk, Citra Merek dan Loyalitas Pelanggan