Pengaruh nilai produk, kualitas pelayanan, dan kepuasan pelanggan terhadap loyalitas pelanggan pada kedai Kopi Kenangan Mall of Indonesia

Wijaya, Caroline Rosa (2021) Pengaruh nilai produk, kualitas pelayanan, dan kepuasan pelanggan terhadap loyalitas pelanggan pada kedai Kopi Kenangan Mall of Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis hubungan antara nilai produk, kualitas pelayanan, kepuasan pelanggan terhadap loyalitas pelanggan pada kedai Kopi Kenangan Mall of Indonesia. Populasi pada penelitian ini adalah pengunjung yang datang ke kedai Kopi Kenangan Mall of Indonesia dari Mei hingga Juni 2021 dan jumlah sampel yang digunakan untuk penelitian adalah 200 pengunjung kedai Kopi Kenangan Mall of Indonesia. Pengumpulan data dilalukan dengan pengisian kuisioner menggunakan Skala Likert 1 – 5 dan teknik penarikan sampel menggunakan convenience sampling. Pengumpulan data melalui kuisioner dianalisis dengan menggunakan PLS-SEM. Hasil dari penelitian ini menunjukan nilai produk memiliki pengaruh positif terhadap kepuasan pelanggan, kualitas pelayanan memiliki pengaruh positif terhadap terhadap kepuasan pelanggan, nilai produk memiliki pengaruh positif terhadap loyalitas pelanggan, kualitas pelayanan memiliki pengaruh positif terhadap loyalitas pelanggan, dan kepuasan pelanggan memiliki pengaruh positif terhadap loyalitas pelanggan. Maka dapat disimpulkan bahwa loyalitas pelanggan dipengaruhi secara positif oleh kepuasan pelanggan dan meningkatnya nilai produk dan kualitas pelayanan dapat meningkatkan kepuasan pelanggan./The aim of this study is to analyze the relationship between product value, service quality and customer satisfaction to customer loyalty at Kopi Kenangan Mall of Indonesia. The population in this study were visitors who came to the Kopi Kenangan Mall of Indonesia from May to June 2021 and the number of samples used for the study were 200 customers that visited Kopi Kenangan Mall of Indonesia. Data collection was carried out by filling out questionnaires using a Likert Scale 1-5 and the sampling technique using convenience sampling. Data collection through questionnaires was analyzed using PLS-SEM. The results of this study indicate that product value has a positive influence on customer satisfaction, service quality has a positive influence on customer satisfaction, product value has a positive influence on customer loyalty, service quality has a positive influence on customer loyalty, and customer satisfaction has a positive influence on loyalty. customer. This can be concluded that increasing in product value and service quality will escalate customer satisfaction and customer loyalty is positively influenced by customer satisfaction.

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