HENDRI, NPM 2311100011 (2025) ANALISIS KEPUASAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DI TOKO DUPA LOTUS DI PANTAI LABU. Skripsi thesis, Universitas Labuhanbatu.
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Abstract
This study aims to analyze the influence of customer satisfaction and product quality on customer loyalty at Toko Dupa Lotus. In the era of globalization and increasingly intense business competition, it is essential for companies to understand and meet consumer expectations to retain existing customers and attract new ones. The research method used is quantitative, with data collection through questionnaires distributed to 97 respondents. The analysis results indicate that customer satisfaction has a significant impact on customer loyalty with a significance value of 0,026, while product quality significantly influences customer loyalty with a significance value of 0,000. This study concludes that Toko Dupa Lotus needs to continuously improve product and service quality to create a satisfying shopping experience, which in turn will enhance customer loyalty. Recommendations include improving product quality, better service, and developing customer loyalty programs. Keywords: Customer satisfaction, Product quality, Customer loyalty, Dupa Lotus store, Marketing ========================================================== Penelitian ini bertujuan untuk menganalisis pengaruh kepuasan konsumen dan kualitas produk terhadap loyalitas pelanggan di Toko Dupa Lotus. Dalam era globalisasi dan persaingan bisnis yang semakin ketat, penting bagi perusahaan untuk memahami dan memenuhi harapan konsumen agar dapat mempertahankan pelanggan dan menarik pelanggan baru. Metode penelitian yang digunakan adalah kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 97 responden. Hasil analisis menunjukkan bahwa kepuasan konsumen memiliki pengaruh signifikan terhadap loyalitas pelanggan dengan nilai signifikansi sebesar 0,026, sedangkan kualitas produk berpengaruh signifikan dengan nilai signifikansi sebesar 0,000. Penelitian ini menyimpulkan bahwa Toko Dupa Lotus perlu terus meningkatkan kualitas produk dan layanan untuk menciptakan pengalaman berbelanja yang memuaskan, yang pada gilirannya akan meningkatkan loyalitas pelanggan. Saran yang diberikan mencakup peningkatan kualitas produk, pelayanan yang lebih baik, dan pengembangan program loyalitas pelanggan. Kata kunci: Kepuasan konsumen, Kualitas produk, Loyalitas pelanggan, Toko Dupa Lotus, Pemasaran
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Customer satisfaction, Product quality, Customer loyalty, Dupa Lotus store, Marketing==============Kepuasan konsumen, Kualitas produk, Loyalitas pelanggan, Toko Dupa Lotus, Pemasaran |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Hukum |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 02 Mar 2026 07:19 |
| Last Modified: | 02 Mar 2026 07:19 |
| URI: | http://repository.ulb.ac.id/id/eprint/2097 |
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