The effect of product quality towards customer loyalty at Lekker Multatuli Medan

Sherlyn, Sherlyn (2020) The effect of product quality towards customer loyalty at Lekker Multatuli Medan. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (454kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (201kB) | Preview
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (290kB)
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (219kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (347kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (446kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (700kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (204kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (133kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (876kB)

Abstract

Medan is a city of culinary. Many competitors trying to compete to get customers.The company will succeed if they get the customer loyalty. Due to many rivals of Lekker, it has caused changes of customer loyalty in Lekker. The writer decided to observe one of the Lekker’s branch in Medan such as Lekker Multatuli which is located at Multatuli complex, Jalan H. Misbah block BB 10-11, Medan city, North Sumatra. This research is aim to determine whether the quality of the product affects the reduction of customers. This research will use the method of distributing questionnaires to 70 respondents. The sampling technique in this research is stratified sampling technique. To check the questionnaire, the writer used validity test and reliability test. And, in oder to analyze the data, the writer used statistics method, normality test, determination test, regression test, and the hypothesis test. The result shows that there is a significant relationship between product quality and customer loyalty. It also shows product quality contribute as much as 84.6% towards customer loyalty. / Medan adalah kota kuliner. Banyak pesaing berusaha bersaing untuk mendapatkan pelanggan. Perusahaan dikatakan akan berhasil jika mereka mendapatkan loyalitas pelanggan. Karena banyaknya saingan dari Lekker, hal tersebut membuat loyalitas pelanggan menjadi berubah. Penulis memutuskan untuk mengamati salah satu cabang Lekker di Medan yakni Lekker Multatuli yang berlokasi di kompleks Multatuli, jln. H. Misbah blok BB 10-11, kota Medan, Sumatera Utara. Penelitian ini bertujuan untuk menentukan apakah kualitas produk mempengaruhi pengurangan pelanggan. Penelitian ini akan menggunakan metode penyebaran kuesioner kepada 70 responden. Teknik pengambilan sampel dalam penelitian ini adalah stratified sampling. Untuk memeriksa kuesioner, penulis menggunakan uji validitas dan uji reliabilitas. Dan, untuk menganalisis data, penulis menggunakan metode statistik, uji normalitas, uji determinasi, uji regresi, dan uji hipotesis. Hasil penelitian menunjukkan bahwa ada hubungan yang signifikan antara kualitas produk dan loyalitas pelanggan. Ini juga menunjukkan kualitas produk berkontribusi sebanyak 84,6% terhadap loyalitas pelanggan.

Actions (login required)

View Item