Analisis Faktor-Faktor Loyalitas Konsumen di KFC Adam Malik Medan

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi loyalitas konsumen di KFC Adam Malik Medan. Metode penelitian ini menggunakan metode kuantitatif deskriptif dengan acuan teori loyalitas konsumen dari Griffin (2010). Teknik pengambilan sampel menggunakan accidental sampling (sampling kebetulan). Sampel penelitian sebanyak 189 responden yang telah melakukan pembelian minimal dua hingga tiga kali, data dikumpulkan melalui skala Likert. Hasil penelitian menunjukkan bahwa 29 item valid dan reliabel (r ≥ 0,3; α ≥ 0,7), serta data berdistribusi normal (Sig. ≥ 0,05). Hasil Uji KMO sebesar 0.842 dan signifikansi Bartlett’s Test 0.000 menandakan data layak di analisis. Hasil Principal Component Analysis menunjukkan faktor loading > 0.5. Hasil uji component matrix dari kelima faktor > 0.5 yang menggambarkan besarnya nilai faktor loading atau korelasi masing-masing variabel terhadap faktor yang terbentuk. Analisis faktor menunjukkan bahwa semua variabel secara signifikan membentuk faktor loyalitas konsumen, dengan kontribusi terbesar berasal dari kepuasan konsumen 21,19%, diikuti oleh ikatan emosional, kualitas pelayanan, nilai merek, dan kepercayaan. Maka dapat disimpulkan bahwa seluruh faktor yang diteliti memiliki peran penting dalam membentuk loyalitas konsumen dan dapat menjadi dasar strategis dalam meningkatkan loyalitas konsumen di KFC Adam Malik Medan. This study aims to analyze the factors influencing customer loyalty at KFC Adam Malik Medan. This research method uses descriptive quantitative methods, based on Griffin's (2010) consumer loyalty theory. The sampling technique used accidental sampling. The sample consisted of 189 respondents who had made at least two to three purchases. Data were collected using a Likert scale. The results showed that 29 items were valid and reliable (r ≥ 0.3; α ≥ 0.7), and the data were normally distributed (Sig. ≥ 0.05). The KMO test result was 0.842 and the Bartlett's Test significance value was 0.000, indicating that the data were suitable for analysis. The Principal Component Analysis results showed factor loadings > 0.5. The component matrix test results for the five factors were > 0.5, indicating the magnitude of the factor loadings or correlations of each variable with the formed factors. Factor analysis shows that all variables significantly influence consumer loyalty, with the largest contribution coming from customer satisfaction at 21.19%, followed by emotional bond, service quality, brand value, and trust. Therefore, it can be concluded that all factors studied play a significant role in shaping consumer loyalty and can serve as a strategic basis for increasing customer loyalty at KFC Adam Malik Medan.