PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP LOYALITAS KONSUMEN J.CO DONUTS AND COFFE DI ROBINSON SAMARINDA SQUARE

Abstract

ABSTRACT

This study aims to determine and analyze the Effect of Product Quality and Service Quality on Consumer Loyalty J.CO Donuts and Coffe at Robinson Samarinda Square.

The theoretical basis used in this research is marketing management especially about Product Quality, Service Quality and Consumer Loyalty.

This research was conducted on consumers who had bought several times at J.CO Donuts and Coffe Robinson Samarinda Square, the sample taken in this study was 100 respondents with a non-probability sampling method. Data collection is done by distributing questionnaires from google form using Likert scale to measure each indicator. The analytical tool used in this study is multiple linear regression using the SPSS statistical program tool.

The results of this study show that 1). Product quality has an positive insignificant effect on consumer loyalty J.CO Donuts and Coffe at Robinson Samarinda Square, 2). Service quality has a positive significant effect on customer loyalty J.CO Donuts and Coffe at Robinson Samarinda Square, 3). Product quality and service quality simultaneously have a significant effect on customer loyalty J.CO Donuts and Coffe at Robinson Samarinda Square.