The influence of service quality, product quality, and customer engagement towards brand loyalty at X.O Suki in Medan

Khanady, Ivy Laurensia (2022) The influence of service quality, product quality, and customer engagement towards brand loyalty at X.O Suki in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

One of the most popular in Indonesia and demand is Chinese food. X.O Suki is a restaurant that focuses on Suki (Steamboat). X.O Suki in Medan has a rating of 4.4 out of 5.0. Many customers criticized X.O Suki as not good and needed a lot of improvement in service quality, product quality, and customer engagement. So, the writer aims to determine whether the service quality, product quality, and customer engagement have influenced brand loyalty at X.O Suki in Medan. In this research, the method used is quantitative research with a descriptive method. The non-probability sampling used is a convenience sampling technique with a sample of 100 respondents. The data analysis method in this research was using a multiple linear regression test. Based on the result, there is an influence of 29.6% between service quality, product quality, and customer engagement towards brand loyalty. The results showed a simultaneous influence on service quality, product quality, and customer engagement towards brand loyalty at X.O Suki in Medan. There is also a partially significant influence on product quality and customer engagement toward brand loyalty at X.O Suki in Medan but, the service quality doesn’t have a partially significant influence. The recommendation is to make regulations in providing service and cooking, social media and psychology marketing, and create awareness about the uniqueness of X.O Suki./ Salah satunya adalah Chinese food yang cukup popular di Indonesia dan diminati. X.O Suki sebagai salah satu restoran yang berfokus pada Suki (Steamboat). X.O Suki di Medan merupakan restoran dengan rating 4.4 dari 5.0. Kualitas pelayanan, kualitas produk, dan keterlibatan pelanggan sering di kritik oleh customer karena dianggap belum baik dan membutuhkan peningkatan yang banyak. Maka penelitian ini dilakukan untuk mencari tahu apakah adanya pengaruh dari kualitas pelayanan, kualitas produk, dan keterlibatan pelanggan terhadap loyalitas merek pada X.O Suki di Medan. Pada penelitian ini, metode yang digunakan adalah penelitian kuantitatif dengan metode deskriptif. Teknik sample yang digunakan adalah non-probability sampling dengan teknik convenience sampling dengan jumlah sampel 100 responden. Metode analisi data pada penelitian ini adalah uji regresi linear berganda. Berdasarkan hasil, terdapat pengaruh sebanyak 29.6% antara kualitas pelayanan, kualitas produk, dan keterlibatan pelanggan terhadap loyalitas merek. Hasil penelitian menunjukkan bahwa terdapat pengaruh secara simultan antara kualitas pelayanan, kualitas produk, dan keterlibatan pelanggan terhadap loyalitas merek pada X.O Suki di Medan. Selain itu, juga terdapat pengaruh signifikan secara parsial antara kualitas produk dan keterlibatan customer dengan loyalitas merek tetapi kualitas pelayanan pada penelitian ini tidak memiliki pengaruh signifikan secara parsial terhadap loyalitas merek pada X.O Suki di Medan. Rekomendasi untuk X.O Suki adalah membuat regulasi dalam memberikan pelayanan dan memasak, sosial media dan psikologi marketing, dan membuat kesadaran merek X.O Suki akan keunikannya.

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