Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Servisecape Terhadap Loyalitas Pelanggan Di Mcdonald Ringroad Medan

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Servisecape Terhadap Loyalitas Pelanggan Di Mcdonald Ringroad Medan. Metode penelitian yang dilakukan adalah penelitian asosiatif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh Konsumen Di Mcdonald Ringroad Medan.yang berjumlah 1076 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah sampel relatif kecil yaitu sebanyak 91 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 22, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel Kualitas Pelayanan mempengaruhi Loyalitas Pelanggan Di Mcdonald Ringroad Medan...(2) secara parsial variabel Kualitas Produk mempengaruhi Loyalitas Pelanggan Di Mcdonald Ringroad Medan.(3) secara parsial Servisecape mempengaruhi Loyalitas Pelanggan Di Mcdonald Ringroad Medan.(4) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel Kualitas Pelayanan, Kualitas Produk dan Servisecape mempengaruhi Loyalitas Pelanggan Di Mcdonald Ringroad Medan.

The purpose of this study was to determine and analyze the effect of service quality, product quality and servicecape on customer loyalty at McDonald's Ringroad Medan. The research method used is associative research, where the variables are measured using a Likert scale. Methods of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were all consumers at the Mcdonald Ringroad Medan, which amounted to 1076 people. Sampling with saturated sampling method or better known as census. In this study, the number of samples was relatively small, as many as 91 people. Data processing using SPSS version 22 software, with descriptive analysis and hypothesis testing with multiple regression analysis. The results showed that: (1) partially service quality variables affect customer loyalty at Mcdonald Ringroad Medan... (2) partially product quality variables affect customer loyalty at Mcdonald ringroad Medan. (3) partially Servisecape affect customer loyalty at Mcdonald Ringroad Medan. (4) Simultaneously there is a positive and significant influence between the variables of Service Quality, Product Quality and Servicecape affecting Customer Loyalty at Mcdonald's Ringroad Medan.