The effect of product quality towards customer loyalty at Abhipraya Restaurant

Gunawan, Halim (2019) The effect of product quality towards customer loyalty at Abhipraya Restaurant. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The business of food and beverage industry is growing substantially nowadays. The food and beverage business growth can be seen from the growing of new restaurants with their uniqueness to attract customers in Medan. With the growing number of new restaurant, it appears that the existing market is getting more competitive. Therefore, it is essential for the existing restaurant to gain customer loyalty which will go to Abhipraya Restaurant as favourite destination to visit. The methods used by the writer in this research is quantitative method. Data used in this research are primary data and secondary data. Data analysis methods used in this research are descriptive statistic, validity test, reliability test, normality test, correlation test, coefficient of determination, analysis of linear regression equation, and T-test. Based on the data analysis, customers are satisfied with the product quality at Abhipraya Restaurant. It can be seen from the likert scale given from the respondent in range of 3 to 5. Based on the data analysis, the coefficient of linear regression is 0.329 (positive). This means that service quality (X) has positive influence towards customer satisfaction (Y). The result of hypothesis test by using T-Test, the value of Tcount is 7.466. It means that hypothesis alternative is accepted because Tcount (7.466) more than Ttable (1.993). Therefore, product quality has significant effect on customer satisfaction at Ayam Goreng Kalasan Medan. To Conclude that the product quality in a restaurant is taking big role that effect the customer loyalty which is almost 50%. There are so many research regarding Customer and the effect of the product quality towards the customer loyalty is just one of many of them. Some of the findings from previous research conclude that product quality has effect towards the customer loyalty. The product quality of the restaurant can be better by applying the Temperature Danger Zone system and Hazard Analysis Critical Control Point system in the kitchen of the restaurant. Beside that all the operational staff must follow the standard of procedure that has been set by the hotel.

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