PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA D’LANS PONDOK MAKAN DAN RESTO KABUPATEN PURWODADI
Abstract
This study aims to find out: 1) The effect of service quality on customer loyalty, 2) The effect of price on customer loyalty, 3) The effect of service quality and price on customer loyalty at D'Lans Pondok Makan and Resto Purwodadi. This type of research is quantitative research. The population used in this study is all customers of D'Lans Pondok Makan and Resto Purwodadi. The sampling technique uses Incidental Sampling. Data was obtained by distributing questionnaires about service quality, price, and customer loyalty to 30 respondents. Data analysis used multiple linear regression analysis, normality test, t test, statistical F test, and determination coefficient (R2) analysis.
Based on the data analysis carried out, it shows that: 1) Service quality has a partial and significant influence on customer loyalty, and this influence has a positive value. This is based on the results of the statistical t-test value, the t-count is greater than the ttable, which is 5.903>2.051 and the significance value is less than 0.05, which is 0.038<0.05. 2) Price has a partial and significant influence on customer loyalty, and the effect is positive. This is based on the results of the statistical t-test value, the tcount is greater than the ttable, which is 2.176>2.051 and the significance value is less than 0.05, which is 0.00<0.05. 3) The quality of service and price have a simultaneous and significant influence on the customer loyalty of D'Lans Pondok Makan and Resto Purwodadi, and these influences have a positive value. This is based on the results of the statistical F-test value, Fcal is greater than Ftable, which is 73.864>3.34 and the significance value is smaller than
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DOI: http://dx.doi.org/10.52429/smj.v7i1.1492
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