The influence of product (quality, variation, price) towards customer loyalty at Luigi Gelato Medan

Tifanny, Tifanny (2021) The influence of product (quality, variation, price) towards customer loyalty at Luigi Gelato Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Since the purpose of a business is to make profit and sales, customer loyalty is critical and can never be overlooked because it is one of the key factors that leads to the success or failure of a company. Therefore, to increase customer loyalty, each food and beverage business must consider enhancing their product if they want their products to compete in the market. Based on the interview, the owner of Luigi Gelato Medan acknowledged that every business would get complaints and not so good feedback from customers. In this case, the author believes that product quality, variation and price are important as they will influence the customer loyalty; hence, further investigation is conducted to determine the level of influence. This research used quantitative approach to study the relationship between variables. Data is collected through distribution of questionnaires using an adaptation of accidental sampling, which will be investigated further using linear regression, coefficient determination and hypothesis testing to examine the influence of product (quality, variation, price) towards customer loyalty at Luigi Gelato Medan. The t-test result shows that Ha is accepted, indicating that product (quality, variation, price) has an influence towards customer loyalty at Luigi Gelato Medan. The coefficient determination test result portrays high influence where product has 59% influence on customer loyalty; hence, the presence of its influence towards customer loyalty at Luigi Gelato Medan is justified. Based on this study, the author encouraged Luigi Gelato Medan to continue performing consistently and developing their products. In terms of taste consistency, Luigi Gelato learns which flavors perform inconsistently, obtained from customers who experienced the inconsistence taste and pays more attention throughout production under the right and accurate SOP. / Karena tujuan bisnis adalah untuk mendapatkan keuntungan dan penjualan yang baik, loyalitas pelanggan sangat penting dan tidak pernah dapat diabaikan karena merupakan salah satu faktor kunci yang mengarah pada keberhasilan atau kegagalan perusahaan. Oleh karena itu, untuk meningkatkan loyalitas pelanggan, setiap bisnis makanan dan minuman harus mempertimbangkan untuk meningkatkan produknya jika ingin produknya bersaing di pasar. Berdasarkan wawancara, pemilik Luigi Gelato Medan mengakui bahwa setiap bisnis akan mendapatkan keluhan dan umpan balik yang tidak begitu baik dari pelanggan. Dalam hal ini, penulis berpendapat bahwa kualitas produk, variasi dan harga merupakan hal yang penting karena akan mempengaruhi loyalitas pelanggan, oleh karena itu perlu dilakukan penelitian lebih lanjut untuk mengetahui tingkat pengaruhnya. Penelitian ini menggunakan pendekatan kuantitatif untuk mempelajari hubungan antar variable. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan menggunakan adaptasi accidental sampling, yang akan diteliti lebih lanjut menggunakan regresi linier, koefisien determinasi dan pengujian hipotesis untuk menguji pengaruh produk terhadap loyalitas pelanggan di Luigi Gelato Medan. Hasil uji t menunjukkan Ha diterima yang menunjukkan bahwa produk berpengaruh terhadap loyalitas pelanggan pada Luigi Gelato Medan. Hasil uji koefisien determinasi menunjukkan bahwa produk memiliki pengaruh tinggi sebesar 59% terhadap loyalitas pelanggan, sehingga keberadaan pengaruhnya terhadap loyalitas pelanggan pada Luigi Gelato Medan dibenarkan.. Berdasarkan penelitian ini, penulis mendorong Luigi Gelato untuk terus konsisten dan mengembangkan produknya. Dalam hal konsistensi rasa, Luigi Gelato mempelajari rasa mana yang tidak konsisten melalui informasi pelanggan yang merasakan ketidakkonsistenan dan lebih memperhatikan seluruh kegiatan produksi di bawah SOP yang benar dan akurat.

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