AHKMAD GANI MAULANA, NPM 2101300313 (2025) HUBUNGAN ANTARA PROMOSI, HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DI WARUNG BAKSO SARI MEKAR SEI KASIH. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (1). pp. 1183-1198. ISSN 2614-851X(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh promosi, harga, dan kualitas produk terhadap loyalitas pelanggan di Warung Bakso Sari Mekar Sei Kasih. Pendekatan kuantitatif digunakan dengan menyebarkan kuesioner kepada 96 responden melalui metode sampling insidental. Analisis data dilakukan menggunakan uji regresi linier berganda, uji T, uji F, dan koefisien determinasi dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, promosi, harga, dan kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kualitas produk memiliki pengaruh paling dominan, diikuti oleh harga dan promosi. Koefisien determinasi sebesar 63,2% menunjukkan bahwa ketiga variabel tersebut secara bersama-sama mampu menjelaskan variabilitas loyalitas pelanggan, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian. Temuan ini mengindikasikan pentingnya konsistensi dalam kualitas produk, strategi harga yang kompetitif, serta promosi yang efektif untuk mempertahankan dan meningkatkan loyalitas pelanggan. Warung Bakso Sari Mekar Sei Kasih disarankan untuk terus menjaga dan meningkatkan kualitas produk serta mengembangkan strategi pemasaran yang inovatif dan berkelanjutan. Kata Kunci: Promosi, Harga, Kualitas Produk, Loyalitas Pelanggan, Warung Bakso ================================================================================================== This study aims to analyze the influence of promotion, price, and product quality on customer loyalty at Warung Bakso Sari Mekar Sei Kasih. A quantitative approach was applied by distributing questionnaires to 96 respondents using incidental sampling. Data analysis employed multiple linear regression, t-test, F-test, and coefficient of determination with SPSS software. The results indicate that both partially and simultaneously, promotion, price, and product quality have a positive and significant effect on customer loyalty. Product quality shows the most dominant influence, followed by price and promotion. The coefficient of determination (R²) of 63.2% reveals that these three variables collectively explain customer loyalty, while the remaining 36.8% is influenced by other factors not examined in this study. These findings highlight the importance of consistent product quality, competitive pricing strategies, and effective promotional activities in retaining and enhancing customer loyalty. It is recommended that Warung Bakso Sari Mekar Sei Kasih consistently maintain and improve product quality, while also developing more innovative and sustainable marketing strategies. Keywords: Promotion, Price, Product Quality, Customer Loyalty, Culinary Business
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Promosi, Harga, Kualitas Produk, Loyalitas Pelanggan, Warung Bakso================Promotion, Price, Product Quality, Customer Loyalty, Culinary Business |
| 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 08 Jun 2026 03:33 |
| Last Modified: | 08 Jun 2026 03:33 |
| URI: | http://repository.ulb.ac.id/id/eprint/2510 |
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