The influence of service quality towards customer loyalty at The Thirty Six Medan

Wijjayanti, Cindy (2021) The influence of service quality towards customer loyalty at The Thirty Six Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customer loyalty is one of the main factors in the food and beverage service industry. Customer loyalty is seen as one of the most important driving forces of business success and one of the main indicators of company success and is an aspect of the business system that is significantly influenced by the level and degree of customer loyalty. The purpose of this study is to examine and analyse the influence of service quality on consumer loyalty at The Thirty-Six Medan. This study uses several theories of service quality and customer loyalty. The factors tested in this study are service quality as the independent variable and customer loyalty as the dependent variable. This study uses a quantitative approach to the type of quantitative descriptive research. Data collection was carried out by interview and questionnaire. The research data were analysed using simple linear regression analysis. The study population is customers whose numbers are not known with certainty. Because the number of samples is not known with certainty, the number of samples determined by researchers is 100 people. In this study, researchers used a quota sampling technique. The results showed that service quality had a significant effect on customer loyalty at The Thirty Six Medan. The coefficient of determination is obtained by 0.515 which shows that the variable service quality can explain customer loyalty by 51.5% while the remaining 48.5% is explained by other variables not examined in this study, food quality, price, promotion, and others. The results of the study proved that the quality of service affects customer loyalty. In terms of increasing customer loyalty, the Thirty Six Medan is advised to maintain and further improve the quality of services provided by providing services sincerely, trying to understand customer needs and minimize the phenomenon of slow responses to customer service and complaints./Loyalitas pelanggan merupakan salah satu faktor utama dalam industry jasa makanan dan minuman. Loyalitas pelanggan dipandang sebagai salah satu pendorong terpenting kesuksesan bisnis dan salah satu indicator utama keberhasilan perusahaan dan merupakan aspek dari system bisnis yang secara signifikan dipengaruhi oleh tingkat dan derajat loyalitas pelanggan. Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh kualitas pelayanan terhadap loyalitas konsumen pada The Thirty Six Medan. Penelitian ini menggunakan beberapa teori kualitas layanan dan loyalitas pelanggan. Faktor yang diuji dalam penelitian ini adalah kualitas pelayanan sebagai variable bebas dan loyalitas konsumen sebagai variable terikat. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian deskriptif kuantitatif. Pengumpulan data dilakukan dengan wawancara dan kuesioner. Data penelitian dianalisis dengan menggunakan analisis regresi linier sederhana. Populasi penelitian adalah pelanggan yang jumlahnya tidak diketahui secara pasti. Karena jumlah sampel belum diketahui secara pasti maka jumlah sample yang ditentukan peneliti adalah 100 orang. Dalam penelitian ini peneliti menggunakan Teknik quota sampling. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh signifikan terhadap loyalitas pelanggan pada The Thirty Six Medan. Koefisien determinasi diperoleh 0.571 yang menunjukkan bahwa variabel kualitas pelayanan dapat menjelaskan loyalitas pelanggan sebesar 57.1% sedangkan sisanya 42.9% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini yaitu kualitas makanan, harga, promosi, dan lain lain. Hasil penelitian membuktikan bahwa kualitas layanan berpengaruh terhadap loyalitas pelanggan. Dalam hal meningkatkan loyalitas pelanggan, pihak The Thirty Six Medan disarankan untuk menjaga dan lebih meningkatkan kualitas layanan yang diberikan dengan memberikaan layanan secara ikhlas, berusaha memahami kebutuhan pelanggan dan meminimalisir fenomena lambatnya respon terhadap layanan dan keluhan pelanggan.

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