The influence of service quality, product quality, and brand image towards customer loyalty at Kopi Soe Medan

Gabriella, Gabriella (2024) The influence of service quality, product quality, and brand image towards customer loyalty at Kopi Soe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia has become a country with good opportunities in the food and beverage sector as it growsrapidly. Kopi Soe has become a coffee brand established and developed in the Indonesian coffee industry. Kopi Soe is also having a several issues with their service quality, product quality, and brand image that influence the customer loyalty. This study has been done to evaluate the influence of service quality, product quality, and brand image towards the customer loyalty at Kopi Soe. In this study, the writer used four hypotheses to evaluate the results. The research design includes a quantitative method that will be used to analyze data by distributing questionnaires and collecting responses from 96 customers. The collected responses will be analyzed using the Lemeshow formula and tested to examine hypotheses. The writer is using SPSS to analyze and proceed with the data. The results of the analysis show that service quality, food quality and brand image have a partial and simultaneous influence towards the customer loyalty at Kopi Soe Medan. This test uses validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression analysis to evaluate. The writer also recommended for the company to find more innovation for their food and beverage menu and increase the service quality by conducting training for the employees, providing more valuable activities, and considering in changing costs to increase customer loyalty / Indonesia telah menjadi negara dengan peluang yang baik dalam sektor makanan dan minuman seiring dengan pertumbuhannya yang pesat. Kopi Soe telah menjadi merek kopi yang didirikan dan dikembangkan dalam industri kopi Indonesia. Kopi Soe juga menghadapi beberapa isu terkait kualitas layanan, kualitas produk, dan citra merek yang memengaruhi loyalitas pelanggan. Penelitian ini dilakukan untuk mengevaluasi pengaruh kualitas layanan, kualitas produk, dan citra merek terhadap loyalitas pelanggan di Kopi Soe. Dalam penelitian ini, penulis menggunakan empat hipotesis untuk mengevaluasi hasilnya. Desain penelitian mencakup metode kuantitatif yang akan digunakan untuk menganalisis data dengan mendistribusikan kuesioner dan mengumpulkan tanggapan dari 96 pelanggan. Tanggapan yang terkumpul akan dianalisis menggunakan rumus Lemeshow dan uji untuk menguji hipotesis.Hasil analisis menunjukkan bahwa kualitas layanan, kualitas produk, dan citra merek memiliki pengaruh sebagian dan simultan terhadap loyalitas pelanggan di Kopi Soe Medan. Pengujian ini melibatkan uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, dan analisis regresi linear berganda. Penulis juga merekomendasikan agar perusahaan menemukan inovasi lebih lanjut untuk menu makanan dan minuman mereka serta meningkatkan kualitas layanan dengan melakukan pelatihan bagi karyawan, menyediakan kegiatan yang lebih berharga, dan mempertimbangkan perubahan biaya untuk meningkatkan loyalitas pelanggan. Penulis juga merekomendasikan agar perusahaan menemukan lebih banyak inovasi untuk menu makanan dan minuman mereka serta meningkatkan kualitas layanan dengan melakukan pelatihan untuk karyawan.

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