Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Loyalitas Pelanggan pada Mie Gacoan Dr. Mansyur USU Kota Medan

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan kualitas produk terhadap loyalitas pelanggan Mie Gacoan Dr. Mansyur USU di Kota Medan, baik secara parsial maupun simultan. Metode penelitian yang digunakan adalah penelitian asosiatif dengan pendekatan deskriptif kuantitatif. Populasi dalam penelitian ini adalah seluruh konsumen Mie Gacoan Dr. Mansyur selama periode April–Agustus 2024 sebanyak 13.050 jiwa. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling, dan jumlah sampel ditentukan dengan rumus Slovin sehingga diperoleh 100 responden. Analisis data dilakukan melalui uji validitas, reliabilitas, regresi linier berganda, serta uji asumsi klasik seperti normalitas, multikolinearitas, dan heteroskedastisitas. Pengujian hipotesis dilakukan menggunakan uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial, kualitas pelayanan dan kualitas produk masing-masing berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Secara simultan, kedua variabel independen tersebut juga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Temuan ini mengindikasikan bahwa peningkatan kualitas pelayanan dan produk secara konsisten akan meningkatkan loyalitas pelanggan terhadap Mie Gacoan Dr. Mansyur USU. This study aims to determine the effect of service quality and product quality on customer loyalty of Mie Gacoan Dr. Mansyur USU in Medan City, both partially and simultaneously. The research method used is associative research with a quantitative descriptive approach. The population in this study were all consumers of Mie Gacoan Dr. Mansyur during the period April–August 2024 totaling 13,050 people. Sampling used the non-probability sampling method with purposive sampling technique, and the number of samples was determined by the Slovin formula so that 100 respondents were obtained. Data analysis was carried out through validity, reliability tests, multiple linear regression, and classical assumption tests such as normality, multicollinearity, and heteroscedasticity. Hypothesis testing was carried out using the t-test, F-test, and coefficient of determination (R²). The results of the study showed that partially, service quality and product quality each had a positive and significant effect on customer loyalty. Simultaneously, the two independent variables also had a positive and significant effect on customer loyalty. This finding indicates that consistent improvement in service and product quality will increase customer loyalty towards Mie Gacoan Dr. Mansyur USU.