PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN (Studi Kasus Konsumen California Fried Chicken (CFC) Di Mall CBD Ciledug Tanggerang)

FEBRIANI, NOVIA IKA (2017) PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN (Studi Kasus Konsumen California Fried Chicken (CFC) Di Mall CBD Ciledug Tanggerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini mengetahui pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Loyalitas pelanggan. (Studi Kasus pada Konsumen California Fried Chicken (CFC) di Mall CBD Cileduk Tanggerang). Teknik pengambilan sampel dalam penelitian ini yaitu Convenience Sampling. Responden dalam penelitian ini berjumlah 215 responden adalah seluruh Konsumen California Fried Chicken (CFC) di Mall CBD Cileduk Tanggerang. Pendekatan yang di gunakan pada penelitian ini adalah dipergunakan adalah Structural Equation Model (SEM) dengan alat analisis Partial Least Square (Smart-PLS) versi 3.0. Hasil penelitian ini yang telah didapatkan setelah melakukan Pengujian Model Sktructural/Uji Hipotesis (Inner Model) menunjukkan bahwa Variabel Kualitas Pelayanan, Kualitas Produk, dan Harga berpengaruh terhadap Loyalitas Pelanggan. Variabel Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan dengan nilai t-statistik 2.066 > 1,96. Variabel Kualitas Produk berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan dengan nilai t-statistik 2.737 > 1,96. Variabel Harga berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan dengan nilai t-statistik 25.237 > 1,96.This research know the influence of Service Quality, Product Quality and Price to Customer Loyalty. (Case Study on California Fried Chicken Consumer (CFC) at CBD Mall Ciledug Tanggerang).Sampling technique in this research is Convenience Sampling. Respondents in this study amounted to 215 respondents are all Consumers California Fried Chicken (CFC) at Mall Cileduk Tangerang CBD. The approach used in this research is used is Structural Equation Model (SEM) with Partial Least Square (Smart-PLS) version 3.0.The results of this study that have been obtained after doing the Testing Model Sktructural / Hypothesis Test (Inner Model) showed that the Variable Quality of Service, Product Quality, and Price affects Customer Loyalty. Service Quality Variables have positive and significant impact to Customer Loyalty with t-statistic value 2.066 > 1,96. Product Quality Variables have positive and significant effect to Customer Loyalty with t-statistic value 2.737 > 1.96. Price variables have positive and significant impact on Customer Loyalty with the value of t-statistics 25.237 > 1.96.

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