THE INFLUENCE OF PRODUCT, BRAND IMAGE, WORD OF MOUTH AND SERVICE QUALITY ON CUSTOMER LOYALTY AT CAFE MASSA KOK TONG RANTAUPRAPAT

Latifah Hanum, NPM 2001100070 (2024) THE INFLUENCE OF PRODUCT, BRAND IMAGE, WORD OF MOUTH AND SERVICE QUALITY ON CUSTOMER LOYALTY AT CAFE MASSA KOK TONG RANTAUPRAPAT. Tugas_Akhir (Artikel) MSEJ : Management Studies and Entrepreneurship Journal, 5 (2). pp. 5191-5203. ISSN 2715-792X (e-ISSN) / 2715-7911 (p-ISSN)

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Abstract

This study aims to analyze the effect of product, brand image, word of mouth and service quality on customer loyalty at Cafe Massa Kok Tong Rantauprapat. The research method used in this research is quantitative. In this study, the population is unknown consumers of Cafe Massa Kok Tong Rantauprapat. The research sample uses incidental sampling technique is a sampling technique based on chance, that is, anyone who happens to meet the researcher can be used as a sample, if it is deemed that the person who happened to be met is suitable as a data source. This study uses non-probability sampling techniques because the population is unknown, and with purposive sampling as the sampling technique. Because the population of members is not known with certainty, the sample size is calculated using the Cochran formula with a research sample of 96 people. The data collection techniques used are observation, documentation studies and questionnaires. The method of analysis of this research is multiple linear regression with the SPSS program. The results of the study prove that the product has a positive and significant effect on customer loyalty at Cafe Massa Kok Tong Rantauprapat. Brand Image has a positive and significant effect on Customer Loyalty at Cafe Massa Kok Tong Rantauprapat. Word Of Mouth Has a Positive and Significant Effect on Customer Loyalty at Cafe Massa Kok Tong Rantauprapat. Service Quality Has a Positive and Significant Effect on Customer Loyalty at Cafe Massa Kok Tong Rantauprapat. Product, Brand Image, Word Of Mouth And Service Quality Simultaneously Have A Positive And Significant Effect On Customer Loyalty At Cafe Massa Kok Tong Rantauprapat. Keywords : Product, Brand Image, Word Of Mouth, Service Quality, Customer Loyalty ================================================================================================== Penelitian Ini Bertujuan Untuk Menganalisis Pengaruh Produk, Brand Image, Word Of Mouth Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada Cafe Massa Kok Tong Rantauprapat. Metode penelitian yang digunakan dalam penelitian ini bersifat kuantitatif. Dalam penelitian ini yang menjadi populasi adalah konsumen Cafe Massa Kok Tong Rantauprapat sebanyak tidak diketahui. Sampel penelitian menggunakan teknik sampling insitendal adalah teknik penentuan sampel berdasarkan kebetulan, yaitu siapa saja yang secara kebetulan bertemu dengan peneliti dapat digunakan sebagai sampel, bila dipandang orang yang kebetulan ditemui itu cocok sebagai sumber data. Penelitian ini menggunakan teknik non-probability sampling karena populasi tidak diketahui jumlah anggotanya, dan dengan purposive sampling sebagai teknik penentuan sampelnya. Karena populasi anggota tidak diketahui secara pasti jumlahnya, ukuran sampel diperhitungkan dengan rumus Cochran dengan sampel penelitian dengan jumlah sebanyak 96 orang. Teknik pengumpulan data yang digunakan adalah observasi, studi dokumentasi dan kuesioner. Metode analisis penelitian ini adalah regresi linear berganda dengan program SPSS. Hasil penelitian membuktikan bahwa Produk berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan Pada Cafe Massa Kok Tong Rantauprapat. Brand Image berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan Pada Cafe Massa Kok Tong Rantauprapat. Word Of Mouth Berpengaruh Positif Dan Signifikan Terhadap Loyalitas Pelanggan Pada Cafe Massa Kok Tong Rantauprapat. Kualitas Pelayanan Berpengaruh Positif Dan Signifikan Terhadap Loyalitas Pelanggan Pada Cafe Massa Kok Tong Rantauprapat. Produk, Brand Image, Word Of Mouth Dan Kualitas Pelayanan Secara Simultan Berpengaruh Positif Dan Signifikan Terhadap Loyalitas Pelanggan Pada Cafe Massa Kok Tong Rantauprapat. Kata Kunci : Produk, Brand Image, Word Of Mouth, Kualitas Pelayanan, Loyalitas Pelanggan

Item Type:	Article
Uncontrolled Keywords:	Product, Brand Image, Word Of Mouth, Service Quality, Customer Loyalty =================================================== Produk, Brand Image, Word Of Mouth, Kualitas Pelayanan, Loyalitas Pelanggan
Subjects:	H Social Sciences > HD Industries. Land use. Labor 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:	04 Jun 2024 09:18
Last Modified:	10 Jun 2024 07:55
URI:	http://repository.ulb.ac.id/id/eprint/745

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