PENGARUH PERFORMANCE, FEATURE, DURABILITY, PERCEIVE QUALITY, REABILITY TERHADAP LOYALITAS PELANGGAN KOPI TORABIKA

WAHYUDI, SIMON (2011) PENGARUH PERFORMANCE, FEATURE, DURABILITY, PERCEIVE QUALITY, REABILITY TERHADAP LOYALITAS PELANGGAN KOPI TORABIKA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to examine the factors quality of any product that affects the level of customer loyalty in the coffee torabika Singkawang. The population in this study is the customers who had used or were using a coffee and a minimum torabika ever used. Determination of the sample in this study is not random (non- probability) by the method of purposive sampling. With multiple linear regression analysis used to determine the effect of product quality variables namely Performance, Feature, Durability, Quality and Perceived Reability the hypothesized effect on customer loyalty. The results of this study indicate that the Performance, Feature, Durability, Perceived Quality and Reability jointly influence customer loyalty. Partial Performance, Feature, Durability, Quality and Perceived Reability also affect customer loyalty in which variables most impact on customer loyalty is a variable feature reability followed by a variable, and the smallest influence on customer loyalty is a performance variable. The variables in this study are quite good in explaining customer loyalty. Keywords : performance, feature, durability, quality, perceived reability quality product, customer loyalty Penelitian ini bertujuan untuk meneliti faktor-faktor kualitas produk apa saja yang mempengaruhi tingkat loyalitas pelanggan kopi torabika di Singkawang. Populasi pada penelitian ini adalah pelanggan yang pernah menggunakan atau sedang menggunakan kopi torabika dan minimal pernah menggunakan. Penentuan sampel dalam penelitian ini bersifat tidak acak (non probability) dengan metode purposive sampling. Analisis dengan regresi linier berganda digunakan untuk mengetahui pengaruh variabel kualitas produk yaitu Performance, Feature, Durability, Perceived Quality dan Reability yang dihipotesiskan berpengaruh terhadap loyalitas pelanggan. Hasil penelitian ini menunjukkan bahwa Performance, Feature, Durability, Perceived Quality dan Reability secara bersama-sama berpengaruh terhadap loyalitas pelanggan. Secara partial Performance, Feature, Durability, Perceived Quality dan Reability juga berpengaruh terhadap loyalitas pelanggan dimana variabel yang paling besar pengaruhnya terhadap loyalitas pelanggan adalah variabel feature diikuti oleh variabel reability, dan yang paling kecil berpengaruh terhadap loyalitas pelanggan adalah variabel performance. Variabel-variabel pada penelitian ini sudah cukup baik dalam menjelaskan loyalitas pelanggan Katakunci : Performance, Feature, Durability, Quality, Perceived Reability, kualitas produk, loyalitas pelanggan

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