Efek Kualitas Pelayanan dan Kepercayaan Terhadap Loyalitas Pelanggan UMKM

R Amalina Dewi Kumalasari, Halim Al-Fajri, Mahir Pradana

Abstract


ABSTRACT

 

This research is motivated by problems related to Service Quality and Customer Trust in Freezy Cake's Consumer Loyalty. Based on the results of the pre-survey, Freezy Cake has not been able to provide good service to its consumers. This research was conducted to determine the effect of Service Quality and Customer Trust on Freezy Cake's Consumer Loyalty. This study uses quantitative methods with causality descriptive research. With a non-probability sampling method purposive sampling type, with a total of 100 people. The data analysis technique used descriptive analysis and multiple linear regression analysis which was processed using SPSS 25. Based on the results of descriptive analysis shows Promotion, Price and Consumer Loyalty as a whole are in the good category. The results of the multiple linear regression analysis technique concluded that the variables of Service Quality (X1) and Customer Trust (X2) had a positive and significant effect on Customer Loyalty (Y) of Freezy Cake consumers. Based on the results of the coefficient of determination test obtained a value of 30%. This shows that the effect of Promotion (X1) and Price (X2) variables on Consumer Loyalty (Y) is 30%%. While the remaining 70% is influenced by other factors not examined in this study.

 

ABSTRAK

 

Penelitian ini dilatar belakangi oleh permasalahan terkait Kualitas Pelayanan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan Konsumen Freezy Cake. Berdasarkan hasil pra survei menyatakan Freezy Cake belum mampu memberikan pelayanan yang baik untuk konsumen nya. Penelitian ini dilakukan untuk mengetahui pengaruh Kualitas Pelayanan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan Konsumen Freezy Cake. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif kausalitas. Dengan metode non probability sampling jenis purposive sampling, dengan jumlah 100 orang. Teknik analisis data menggunakan analisis deskriptif dan analisis regeresi linear berganda yang di olah dengan menggunakan SPSS 25. Berdasarkan hasil analisis deskriptif menunjukan Promosi, Harga dan Loyalitas Konsumen secara keseluruhan berada pada kategori baik. Hasil Teknik analisis regresi linier berganda disimpulkan bahwa variabel Kualitas Layanan (X1) dan Kepercayaan Pelanggan (X2) berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan atau konsumen Freezy Cake. Berdasarkan hasil uji koefisien determinasi diperoleh nilai sebesar 30%. Hal ini menunjukan bahwa pengaruh variabel Promosi (X1) dan Harga (X2) terhadap Loyalitas Konsumen (Y) sebesar 30%%. Sedangkan sisanya 70% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini.


Full Text:

PDF


DOI: https://doi.org/10.35880/inspirasi.v12i2.1876

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Jurnal Inspirasi

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

JURNAL INSPIRASI INDEXED BY:

 Google Scholar     Sinta   

__________________________________________________________________________________________________________

@2018Jl. Kolonel Masturi No.11, Cipageran, Cimahi Utara, Kota Cimahi, Jawa Barat 40511

Powered by OJS Modified donz