the effect of location, product design, and quality of service on customer loyalty at Madam Souvenir, Medan

Michaely, Michaely (2023) the effect of location, product design, and quality of service on customer loyalty at Madam Souvenir, Medan. Bachelor thesis, Universitas Peita Harapan.

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Abstract

Customer loyalty shows that the customer is always back and shopping at Madam Souvenir, Medan. However, according to the interview with the owner of Madam Souvenir, there has been a decrease in sales at Madam Souvenir, Medan. This research aims to determine whether location, product design, and quality of service can affect customer loyalty at Madam Souvenir, Medan. The location of the place business is also very influential in harmony with customers. Product design greatly influences consumers in making choices in making purchases. The quality of service that is considered good in the eyes of consumers can affect the formation of consumer loyalty to a product or service. This research used a quantitative approach using the instrument IBM SPSS Statistics with a descriptive research design. The sample of this research are 40 respondents using a convenience sampling technique. This research passed the validity test reliability test, normality test, heteroscedasticity test, multicollinearity test, multiple linear regression analysis, coefficient of determination, and hypothesis test. The T-test result of this research is location, product design, and quality of service is partialy influence on customer lotalty. The F-test result in research is location, product design, and quality of service have simultaneous influence on customer loyalty.The result of the coefficient of determination is the variables X1, X2, and X3 have an influence of 65% on variable Y. The writer recommends Madam Souvenir, Medan to design more attractive exterior, innovation in design products, and make uniforms for the employee. / Loyalitas pelanggan menunjukkan bahwa pelanggan selalu kembali dan berbelanja di Madam Souvenir Medan. Namun menurut wawancara dengan pemilik Madam Souvenir, terjadi penurunan penjualan di Madam Souvenir Medan. Penelitian ini bertujuan untuk mengetahui apakah lokasi, desain produk, dan kualitas pelayanan dapat mempengaruhi loyalitas pelanggan pada Madam Souvenir Medan. Lokasi tempat usaha juga sangat berpengaruh dalam keharmonisan dengan pelanggan. Desain produk sangat mempengaruhi konsumen dalam menentukan pilihan dalam melakukan pembelian. Kualitas pelayanan yang dinilai baik di mata konsumen dapat mempengaruhi terbentuknya loyalitas konsumen terhadap suatu produk atau jasa. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan instrumen IBM SPSS Statistics dengan desain penelitian deskriptif. Sampel penelitian ini sebanyak 40 responden dengan menggunakan teknik convenience sampling. Penelitian ini lolos uji validitas uji reliabilitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas, analisis regresi linier berganda, koefisien determinasi, dan uji hipotesis. Hasil uji T dari penelitian ini adalah lokasi, desain produk, dan kualitas pelayanan berpengaruh secara parsial terhadap loyalitas pelanggan. Hasil uji F dalam penelitian adalah lokasi, desain produk, dan kualitas pelayanan berpengaruh secara simultan terhadap loyalitas pelanggan. Hasil koefisien determinasi adalah variabel X1, X2, dan X3 memiliki pengaruh sebesar 65% terhadap variabel Y. Penulis merekomendasikan Madam Souvenir, Medan untuk merancang eksterior yang lebih menarik, inovasi dalam mendesain produk, dan membuat seragam untuk karyawan.

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