The influence of customer satisfaction towards customer loyalty at Sosmed Cafe Abdullah Lubis

Meita, Lettysia (2021) The influence of customer satisfaction towards customer loyalty at Sosmed Cafe Abdullah Lubis. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted at Sosmed Café Abdullah Lubis. The research consists of two variables, namely the Customer Satisfaction variable (X) as the independent variable and the Customer Loyalty variable (Y) as the dependent variable. The purpose of this study is to determine how much influence customer satisfaction has on customer loyalty. In this study, the method used by the writer is a quantitative analysis method. The types of data used in this study are primary data and secondary data. Data collected through interviews and questionnaires distributed to customers. The population in this study were customers of Sosmed Café Abdullah Lubis with the number of samples in this study amounted to 250 customers. The scale used to measure the variable is a Likert scale. The data analysis technique used is the instrument test method, classical assumption test, simple linear regression analysis, and hypothesis testing. This test is done with the help of Software Statistics. The results showed that the variable Customer Satisfaction partially positive and significant influence Customer Loyalty with a regression coefficient value of 0.735. The result of R Square shows the influence of customer satisfaction variables on customer loyalty variables by 54% while the remaining 46% is influenced and explained by other factors not examined in this study. / Penelitian ini dilakukan di Sosmed Café Abdullah Lubis. Penelitian ini terdiri dari dua variabel yaitu variabel Kepuasan Pelanggan (X) sebagai variabel bebas dan variabel Loyalitas Pelanggan (Y) sebagai variabel terikat. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh kepuasan pelanggan terhadap loyalitas pelanggan. Dalam penelitian ini, metode yang digunakan penulis adalah metode analisis kuantitatif. Jenis data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Pengumpulan data dilakukan melalui wawancara dan kuisioner yang dibagikan kepada pelanggan. Populasi dalam penelitian ini adalah pelanggan Sosmed Cafe dengan jumlah sampel dalam penelitian ini berjumlah 250 pelanggan. Skala yang digunakan untuk mengukur variabel adalah skala Likert. Teknik analisis data yang digunakan adalah metode uji instrumen, uji asumsi klasik, analisis regresi linier sederhana, dan uji hipotesis. Tes ini dilakukan dengan bantuan Software Statistics. Hasil penelitian menunjukkan bahwa variabel Kepuasan Pelanggan secara parsial berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan dengan nilai koefisien regresi 0.735. Hasil R Square menunjukkan pengaruh variabel kepuasan pelanggan terhadap variabel loyalitas pelanggan sebesar 54% sedangkan sisanya sebesar 46% dipengaruhi dan dijelaskan oleh faktor lain yang tidak diteliti dalam penelitian ini.

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