Pengaruh Lokasi dan Kepuasan Konsumen Terhadap Loyalitas Konsumen pada Waroeng Steka And Shake Medan

Abstract

This study aims to determine the effect of independent variables, namely Location (X1), Consumer Satisfaction (X2), on Consumer Loyalty (Y) on Waroeng Steak and Shake Medan. This research is a type of associative research, namely research that aims to determine the effect or relationship between independent variables on the dependent variable and how close the influence or relationship is and the meaning or absence of a relationship or the influence of the two variables.The data used are primary data and secondary data obtained through questionnaires, documentation, observation and interviews. This study used 100 respondents as research samples based on purposive sampling. The analytical tool used for hypothesis testing in this study uses Path Regression Analysis using the help of SPSS 16.0 for Windows.The results showed that the location had a positive and significant effect on consumer loyalty, customer satisfaction had a positive and significant effect on consumer loyalty. Simultaneously, location and customer satisfaction influence consumer loyalty. In the test results of the coefficient ofdetermination (R2) obtained a value of 0.310. This means that the magnitude of the influence of location, customer satisfaction, on consumer loyalty is 31%, while the remaining 69% is influenced by other factors not examined in this study. In terms of location, customer satisfaction and satisfaction have a positive effect on consumer loyalty. It can be seen from the beta coefficients of the Unstandardized Coefficients variable that are positive, while to see the significance can be seen by comparing the significance values of variables with a probability of 5%, namely 0.05.