PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA D’LANS PONDOK MAKAN DAN RESTO DI KABUPATEN PURWODADI

Januar Rustiananda, Sulistya Sulistya

Abstract


This study aims to determine: 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 were all customers of D'Lans Pondok Makan and Purwodadi Resto. The sampling technique used is incidental sampling. Data were 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, F statistic test, and analysis of the coefficient of determination (R2). Based on the data analysis conducted, it shows that: 1) Service quality has a partial and significant influence on customer loyalty, and the influence is positive. This is based on the results of the statistical t test value, tcount is greater than 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 effect on customer loyalty, and the influence is positive. This is based on the results of the statistical t test value, tcount is greater than ttable, which is 2.176>2.051 and the significance value is less than 0.05, namely 0.00<0.05. 3) Quality of service and price have a simultaneous and significant effect on customer loyalty D'Lans Pondok Makan and Resto Purwodadi, and the influence is positive. This is based on the results of the statistical F test value, Fcount is greater than Ftable, which is 73.864>3.34 and the significance value is less than 0.05, which is 0.00<0.05.

Keywords


Service Quality, Price and Customer Loyalty

Full Text:

PDF

References


Arikunto, S. (2014). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.

Bakkara, A., & Wibowo, E. A. (2016). Analisis Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Provider XL Pada Mahasiswa Fakultas Ekonomi Universitas Riau Kepulauan, Batam. BENNING 3 (1) Hal 74-86 ISSN 2252-52672.

Dharmmesta, B. S., & Handoko, H. (2011). Manajemen Pemasaran - Analisis Perilaku Konsumen. Yogyakarta: BPFE.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.

Hidayat, D. R., & Firdaus, M. R. (2014). Analisis Pengaruh Kualitas Layanan, Harga, Kepercayaan, Citra Perusahaan, Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Jurnal Wawasan Manajemen Vol 2, Nomor 3.

Kotler, P., & Amstrong, G. (2012). Prinsip-prinsip Pemasaran . Edisi.13. Jilid 1. (terjemahan Bob Sabran). Jakarta: Erlangga.

Kotler, P., & Amstrong, G. (2016). Prinsip-prinsip Pemasaran. Edisi 13. Jilid 1. (terjemahan Bob Sabran). Jakarta: Erlangga.

Kotler, P., & Keller, K. (2012). Manajemen Pemasaran Jilid 1 dan 2. Edisi. 13 (terjemahan Bob Sabran). Jakarta: Erlangga.

Lupiyoadi, R. (2014). Manajemen Pemasaran Jasa: Teori Dan Praktek. Jakarta: Salemba Empat.

Maksum, A. (2012). Metodologi Penelitian dalam Olahraga. Surabaya: Unesa University Press.

Maskur, M., Qomariah, N., & Nursaidah. (2016). Analisis Pengaruh Kualitas Pelayanan, Harga, Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Jurnal Sains Manajemen Dan Bisnis Indonesia Volume VI, No 2, Hal 212-221.

Pangaila, P. A., Worang, F. G., & Wenas, R. S. (2018). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Pengguna Aplikasi Gojek. Jurnal EMBA Vol. 6 No. 4 Hal 2778-2787 ISSN 2303-1174.

Sangadji, E. (2013). Perilaku Konsumen. Yogyakarta: CV.Andi Offset.

Saputri, R. S. (2019). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Grab Semarang. Journal of Strategic Communication, Fakultas Ilmu Ekonomi, Universitas Pancasila, Vol.10, No. 1, Hal 46-53 E-ISSN 2686-1992.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D . Bandung: Alfabeta.

Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sujarweni, W. (2015). Metode Penelitian Bisnis & Ekonomi . Yogyakarta: Pustaka Baru Press.

Supranto, J. (2011). Pengukuran Tingkat Kepuasan Pelanggan Untuk Menaikkaan Pangsa Pasar . Jakarta: Rineka Cipta.

Tjiptono, F. (2014). Pemasaran Jasa - Prinsip, Penerapan, dan Penelitian, Ed. I . Yogyakarta: Andi Offset.

Tjiptono, F. (2015). Strategi Pemasaran, Ed. 4. Yogyakarta: Andi Offset.

Tjiptono, F., & Chandra, G. (2012). Pemasaran Strategik. Yogyakarta: Andi Offset.

Tjiptono, F., & Chandra, G. (2016). Service, Quality, dan Satisfaction. Yogyakarta: Andi Offset.


Refbacks

  • There are currently no refbacks.