RAMADHANI, NABILAH (2026) PENGARUH KUALITAS LAYANAN TERHADAP PEMBENTUKAN LOYALITAS PELANGGAN PADA VILO GELATO TOMANG JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasingly competitive food and beverage (F&B) industry requires companies to provide high-quality services that can maintain customer loyalty. Vilo Gelato Tomang, West Jakarta, is a local gelato business that prioritizes product innovation and service quality. However, based on the observation results, there was a decline in the frequency of repeat customer visits in 2025, indicating a potential decrease in customer loyalty. This study aims to determine and analyze the effect of service quality on customer loyalty at Vilo Gelato Tomang, West Jakarta. This study employed a positivist paradigm with a quantitative approach and survey method. The theoretical framework used was Grönroos’ Service Interaction Quality Theory and the SERVQUAL concept developed by Parasuraman, Zeithaml, and Berry. The service quality variable was measured through the dimensions of tangibles, reliability, responsiveness, assurance, and empathy, while customer loyalty was measured through repeat purchase, referrals, retention, and share of wallet. The study involved 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using IBM SPSS Statistics 25 through validity, reliability, normality, Pearson correlation, simple linear regression, t-test, and coefficient of determination tests. The results showed that service quality had a positive and significant effect on customer loyalty. The correlation coefficient value of 0.593 indicated a moderate positive relationship. The t-test result obtained a significance value of 0.000 < 0.05; therefore, H₀ was rejected and H₁ was accepted. The coefficient of determination (R²) value of 0.352 indicated that service quality contributed 35.2% to customer loyalty, while the remaining 64.8% was influenced by other factors outside the scope of this study. Keywords: Service Quality, Customer Loyalty, SERVQUAL, Service Communication, Vilo Gelato. Persaingan industri food and beverage (F&B) yang semakin kompetitif menuntut perusahaan untuk memberikan kualitas layanan yang mampu mempertahankan loyalitas pelanggan. Vilo Gelato Tomang Jakarta Barat merupakan salah satu bisnis gelato lokal yang mengutamakan inovasi produk dan kualitas pelayanan. Namun, berdasarkan hasil observasi, terjadi penurunan frekuensi kunjungan ulang pelanggan pada tahun 2025 yang mengindikasikan adanya potensi penurunan loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas layanan terhadap pembentukan loyalitas pelanggan pada Vilo Gelato Tomang Jakarta Barat. Penelitian ini menggunakan paradigma positivistik dengan pendekatan kuantitatif dan metode survei. Teori yang digunakan adalah Teori Kualitas Interaksi Layanan dari Grönroos serta konsep SERVQUAL dari Parasuraman, Zeithaml, dan Berry. Variabel kualitas layanan diukur melalui dimensi tangible, reliability, responsiveness, assurance, dan empathy, sedangkan loyalitas pelanggan diukur melalui dimensi repeat purchase, referrals, retention, dan share of wallet. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner dan dianalisis menggunakan IBM SPSS Statistics 25 melalui uji validitas, reliabilitas, normalitas, korelasi Pearson, regresi linear sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Nilai koefisien korelasi sebesar 0,593 menunjukkan hubungan positif dengan kategori sedang. Hasil uji t memperoleh nilai signifikansi 0,000 < 0,05, sehingga H₀ ditolak dan H₁ diterima. Nilai koefisien determinasi (R²) sebesar 0,352 menunjukkan bahwa kualitas layanan memberikan kontribusi sebesar 35,2% terhadap loyalitas pelanggan, sedangkan 64,8% dipengaruhi oleh faktor lain di luar penelitian. Kata Kunci: Kualitas Layanan, Loyalitas Pelanggan, SERVQUAL, Komunikasi Pelayanan, Vilo Gelato.
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