Detail Cantuman

The Influence Of Price, Product Quality And Service Quality To Customer Loyalty “Kober Mie Setan” in Jember Regency
Tita Apriliyanti
Agroindustry Management Study Program
Department of Agribusiness Management
ABSTRACT
This research took place in “Kober Mie Setan” Jember which aims to know (1) Influence of price, product quality and service quality to “Kober Mie Setan”customer’ss loyalty in Jember Regency simultaneously or partially, (2) The most dominant variable affect customer loyalty “Kober Mie Setan”in Jember Regency. Sampling technique is conducted using survey method by distributing questionnaires to customers. This study took a sample of 40 customers. The data obtained were analyzed using SPSS software version 16.0. The analyzed technique used are classical assumption test, multiple linier regression, detremination analysis, F test and t test. The results of this study are (1) Simultaneously, price variable (X1), product quality variable (X2), and service quality variable (X3) significantly influence customer loyalty (Y). (2) Partially, the price variable (X1) has no significant effect on customer loyalty (Y), while product quality variable (X2) and service quality variable (X3) significantly influence customer loyalty (Y). (3) The dominant variable affecting customer loyalty (Y) is product quality (X2).
Keywords: Price, Product Quality, Service Quality and Customer Loyalty
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Pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan “Kober Mie Setan” di Kabupaten Jember
Tita Apriliyanti
Program Studi Manajemen Agroindustri
Jurusan Manajemen Agribisnis
ABSTRAK
Penelitian ini bertempat di Kober Mie Setan Kabupaten Jember yang bertujuan untuk mengetahui (1) Pengaruh harga, kualitas produk dan kualitas pelayanan terhadap loyalitas pelanggan “Kober Mie Setan” di Kabupaten Jember secara serempak maupun parsial, (2) Variabel yang paling dominan mempengaruhi loyalitas pelanggan “Kober Mie Setan” di Kabupaten Jember. Teknik pegambilan sampel dilakukan menggunakan metode survey dengan cara mengedarkan kuesioner kepada pelanggan. Penelitian ini mengambil sampel sebanyak 40 pelanggan. Data yang diperoleh dianalisis dengan menggunakan software SPSS versi 16.0. Teknik analisis yang digunakan yaitu uji asumsi klasik, regresi linier berganda, analisis determinasi, uji F dan uji t. Hasil dari penelitian ini yaitu (1) Secara serempak variabel harga (X1), kualitas produk (X2), dan kualitas pelayanan (X3) berpengaruh secara signifikan terhadap loyalitas pelanggan (Y). (2) Secara Parsial, variabel harga (X1) berpengaruh tidak signifikan terhadap loyalitas pelanggan (Y), sedangkan variabel kualitas produk (X2) dan variabel kualitas pelayanan (X3) berpengaruh secara signifikan terhadap loyalitas pelanggan (Y). (3) Variabel yang dominan mempengaruhi loyalitas pelanggan (Y) adalah kualitas produk (X2).
Kata kunci: harga, kualitas produk, kualitas pelayanan dan loyalitas pelanggan