The influence of food quality, price, and service quality toward customer loyalty at Luigi Gelato Medan

Wijaya, Jesslyn (2022) The influence of food quality, price, and service quality toward customer loyalty at Luigi Gelato Medan. Bachelor thesis, Universitan Pelita Harapan.

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Abstract

The objective of this research is to determine how important food quality, price, and service quality are in influencing customer loyalty at Luigi Gelato Medan. Luigi Gelato itself is a petite café specializing in gelato and sorbetto. The theory used in this research relates to the theory of Food Quality, Price, Service Quality, and Customer Loyalty. The great and consistent food quality, competitive price, and excellent service quality are all essential in food and beverage businesses. These three variables can have a great impact on developing customer loyalty that most businesses strive to achieve. The quantitative research method was applied in this research. The amount of population in this research is unknown. As a result, this research utilizes a non-probability sampling method known as convenience sampling. The sample size in this research is 101 respondents. This research is using SPSS Statistics 25 to calculate the analysis. According to the test results, the coefficient of determination reveals that food quality, price, and service quality all contribute 33.5% to customer loyalty. The results of this research show that food quality (X1) and price (X2) do have a partial influence on customer loyalty (Y). While service quality (X3) does not have a partial influence on customer loyalty (Y). It is recommended for Luigi Gelato to create a unique and distinctive taste, offer rewards for customers with minimal purchases, increase the store’s capacity, and improve customer retention by providing training for their staff to create better customer relationship./ Penelitian ini bertujuan untuk mengetahui seberapa penting kualitas makanan, harga, dan kualitas pelayanan dalam mempengaruhi loyalitas pelanggan di Luigi Gelato Medan. Luigi Gelato sendiri adalah kafe mungil yang khusus menjual gelato dan sorbetto. Teori yang digunakan dalam penelitian ini berkaitan dengan teori Kualitas Makanan, Harga, Kualitas Pelayanan, Loyalitas Pelanggan. Kualitas makanan yang baik dan konsisten, harga yang kompetitif, dan kualitas layanan yang bermutu, semuanya penting dalam bisnis makanan dan minuman. Ketiga variabel ini dapat berdampak besar pada pengembangan loyalitas pelanggan yang ingin dicapai oleh sebagian besar bisnis. Penelitian ini menerapkan metode penelitian kuantitatif. Jumlah populasi dalam penelitian ini tidak diketahui. Oleh karena itu, penelitian ini menggunakan metode pengambilan sampel non-probabilitas yang dikenal sebagai convenience sampling. Besar sampel dalam penelitian ini adalah 101 responden. Penelitian ini menggunakan SPSS Statistics 25 untuk menghitung analisisnya. Berdasarkan hasil pengujian, koefisien determinasi menunjukkan bahwa kualitas makanan, harga, dan kualitas layanan semuanya berkontribusi 33.5% terhadap loyalitas pelanggan. Hasil penelitian menunjukkan bahwa kualitas makanan (X1) dan harga (X2) memiliki pengaruh parsial terhadap loyalitas pelanggan (Y). Sedangkan kualitas pelayanan (X3) tidak berpengaruh secara parsial terhadap loyalitas pelanggan (Y). Luigi Gelato direkomendasikan untuk menciptakan cita rasa yang unik dan khas, menawarkan hadiah kepada pelanggan dengan pembelian minimal, meningkatkan kapasitas toko, dan meningkatkan retensi pelanggan dengan memberikan pelatihan bagi staf mereka untuk menciptakan hubungan pelanggan yang lebih baik.

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