The influence of products quality on customer loyalty at PT. Delapan Samudera Pratama, Medan

Lie, Bradian (2021) The influence of products quality on customer loyalty at PT. Delapan Samudera Pratama, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Delapan Samudera Pratama is importing chinaware from china and some other countries. The phenomenon in this company is decrease in the customer loyalty due to customer dissatisfaction with the product quality being offered. This research uses the theories about product quality and its influence on customer loyalty. The methods used by the writer in this research is simple linear regression. Data used in this research are primary data and secondary data. This research uses hypothesis test and coefficient determination to know the effect of product quality on customer loyalty. The population size is 47 customers, the sample used saturated sampling which amounted to 47 respondents. Based on research result, the simple linear regression showed equation of Y = 0.130 + 1.054 X. It means that variable product quality has a straight relationship to customer loyalty. The conclusion on this research is the hypothesis test showed that H0 is rejected and Ha is accepted, and it means that the product quality significantly effects the customer loyalty at PT. Delapan Samudera Pratama. Some suggestions for the company are double check on products, make more variety products, maintain good relationship and establish customer care./PT.Delapan Samudera Pratama adalah perusahaan yang mengimpor produk dari China dan beberapa negara lainnya. Fenomena yang terjadi di perusahaan adalah penurunan loyalitas pelanggan yang disebabkan ketidakpuasan pelanggan terhadap kualitas produk yang ditawarkan. Penelitian ini menggunakan teori tentang kualitas produk dan pengaruhnya terhadap loyalitas pelanggan. Metode yang digunakan dalam penelitian ini adalah regresi linier sederhana. Data yang digunakan adalah data primer dan sekunder. Penelitian ini menggukanan pengujian hipotesis dan koefisien determinasi untuk mengetahui pengaruh kualitas produk terhadap loyalitas pelanggan. Populasi dalam penelitian ini adalah 47 pelanggan, dan sampel menggunakan sampling jenuh dengan jumlah sampel 47 responden. Berdasarkan hasil penelitian, regresi linier sederhana memperoleh hasil Y = 0.130 + 1,054 X. Artinya, variabel kualitas produk mempunyai hubungan lurus dengan loyalitas pelanggan. Kesimpulan dari penelitian ini adalah hasil uji hipotesis yang menunjukkan penolakan terhadap H0 dan penerimaan terhadap Ha, artinya kualitas produk berpengaruh signifikan terhadap loyalitas pelanggan pada PT.Delapan Samudera Pratama. Beberapa saran kepada perusahaan adalah agar melakukan pengecekan ulang terhadap produk, memastikan keragaman prodk, menjaga hubungan baik dengan pelanggan dan membuat customer care.

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