The Influence of Product Quality and Service Quality on Customer Loyalty of Kopi Tuku (Case Study at Kopi Tuku Store, BP Minangkabau Branch)

Yudi Pratama (Universitas Indraprasta PGRI)
Muzdalifah Muzdalifah (Universitas Indraprasta PGRI)
Iramdan Iramdan (Universitas Indraprasta PGRI)
Akhmad Saefudin (Universitas Indraprasta PGRI)

Duconomics Sci-meet (Education & Economics Science Meet)
Vol 5 (2025): Marketing and Entrepreneurship Transformation in the Digital Era for Strengthening Com

This study aims to determine the influence of Product Quality and Service Quality on Customer Loyalty at the Tuku coffee shop (BP Minangkabau branch). A quantitative method with an associative approach was employed, utilizing questionnaires distributed to 98 respondents. Regression analysis yielded the equation Y = 12.187 + 0.326X1 + 0.522X2. The t-test results indicate that both variables have a positive and significant partial effect on customer loyalty, with significance levels of 0.006 and 0.000, respectively. The F-test demonstrates a significant simultaneous effect, with a significance level of 0.000. An Adjusted R-Square value of 0.602 indicates that 60.2% of the variation in Customer Loyalty is attributable to the Product Quality and Service Quality variables. The study concludes that both variables play a crucial role in building Customer Loyalty.