The influence of service quality towards customer loyalty at Habitat Coffee Medan

Tanzil, Feren (2020) The influence of service quality towards customer loyalty at Habitat Coffee Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted at Habitat Coffee Medan. In this study, testing and analyzing and know the influence of service quality on customer loyalty at Habitat Coffee Medan. The theory used in this study relates to the theory of service quality and customer loyalty. In this study, the method used by the author is a quantitative analysis method. The type of data used in this study are primary data and secondary data. Data was collected through interviews and questionnaires distributed to customers. The total population and the sample in the study amounted to 89 customers. The scale used to measure variables is the Likert scale. The results of the hypothesis test can be explained that t count (8.086) > t table (1.988) and a significant value of 0.000 <0.05, then Ha is accepted and Ho is rejected, namely service quality does influence towards customer loyalty at Habitat Coffee Medan. The results of the coefficient of determination can be seen from the R2 value of 0.429. This shows that the magnitude of the Service Quality influence of the on Customer Loyalty is 42.9% and the remaining 57.1% is influenced by other variables outside of this study in the form of price, innovation food, food quality. The conclusion of this study is that service quality does influence towards customer loyalty at Habitat Coffee Medan / Penelitian ini dilakukan di Habitat Coffee Medan. Dalam penelitian ini, menguji dan menganalisis serta mengetahui pengaruh kualitas pelayanan terhadap loyalitas konsumen di Habitat Coffee Medan. Teori yang digunakan dalam penelitian ini berkaitan dengan teori kualitas layanan dan loyalitas konsumen. Dalam penelitian ini, metode yang digunakan oleh penulis adalah metode analisis kuantitatif. Jenis data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Data dikumpulkan melalui wawancara dan kuesioner yang dibagikan kepada pelanggan. Total populasi dan sampel dalam penelitian ini berjumlah 89 pelanggan. Skala yang digunakan untuk mengukur variabel adalah skala Likert. Hasil uji hipotesis dapat dijelaskan bahwa t hitung (8,086)> t tabel (1,988) dan nilai signifikan 0,000 <0,05, maka Ha diterima dan Ho ditolak, yaitu kualitas layanan berpengaruh terhadap loyalitas pelanggan pada Habitat Coffee Medan. Hasil koefisien determinasi dapat dilihat dari nilai R2 sebesar 0,429. Hal ini menunjukkan bahwa besarnya pengaruh Kualitas Layanan terhadap Loyalitas Pelanggan adalah 42,9% dan sisanya 57,1% dipengaruhi oleh variabel lain di luar penelitian ini dalam bentuk harga, inovasi makanan, kualitas makanan. Kesimpulan dari penelitian ini adalah bahwa kualitas layanan berpengaruh terhadap loyalitas pelanggan di Habitat Coffee Medan.

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