Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan  : Studi Kasus pada Perkumpulan Pengusaha Daging Sapi (PPDS) Kota Semarang

Robby Arsyadani; Ninik Dwi Atmini

doi:10.59024/semnas.v1i2.567

Authors

Robby Arsyadani Institut Teknologi dan Bisnis (ITB)
Ninik Dwi Atmini Institut Teknologi dan Bisnis (ITB)

DOI:

https://doi.org/10.59024/semnas.v1i2.567

Keywords:

Kualitas Produk, Keragaman Produk, Harga Produk, Loyalitas Pelanggan

Abstract

Penelitian ini bertujuan untuk mengetahui apakah kualitas produk, keragaman produk dan harga produk secara parsial dan simultan berpengaruh terhadap loyalitas pelanggan 15 kios daging sapi yang tergabung dalam Perkumpulan Pengusaha Daging Sapi (PPDS) Kota Semarang. Jenis penelitian ini adalah studi kasus. Metode pengumpulan data pada penelitian ini adalah kuesioner dengan penentuan sampel non random sampling menggunakan teknik purposive sampling. Populasi dalam penelitian ini adalah para pelanggan pada 15 kios daging sapi yang tergabung dalam PPDS Kota Semarang. Jumlah sampel sebanyak 68 responden yang merupakan pelanggan kios daging sapi. Teknik analisis data yang digunakan adalah teknik analisis regresi linier berganda, uji F, dan uji hipotesis untuk mengetahui pengaruh kualitas produk, keragaman produk, dan harga produk secara parsial dan simultan terhadap loyalitas pelanggan pada kios daging sapi yang tergabung dalam PPDS kota Semarang. Hasil penelitian ini adalah : (1) kualitas produk berpengaruh positif signifikan terhadap loyalitas pelanggan kios daging sapi PPDS kota Semarang; (2) keragaman produk tidak berpengaruh berpengaruh loyalitas pelanggan kios daging sapi PPDS kota Semarang; (3) harga produk berpengaruh positif signifikan terhadap loyalitas pelanggan kios daging sapi PPDS kota Semarang (4) kualitas produk, keragaman produk, dan harga produk secara simultan berpengaruh positif terhadap loyalitas pelanggan kios daging sapi PPDS kota Semarang

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