Hubungan antara Kepuasan Pelanggan dengan Loyalitas Pelanggan di Rumah Makan Tahu Sumedang Renyah Tanjung Morawa

Abstract

This study aims to determine and test empirically whether there is a relationship of customer satisfaction with customer loyalty at home tofu sumedang crunchy headland morawa. The subject of the research is the customers of the restaurant know sumedang tanjung morawa which has twice visited and consumers who have bought twice more in different RM, 150 people. The measuring instrument used is a customer satisfaction instrument consisting of 40 items (α = 0.913) and customer loyalty instruments consisting of 32 items (α = 0.895). Data analysis using Product Moment r technique. Based on the data analysis, it is found that the hypothesis proposed in this research is stated acceptable, that there is a significant positive relationship between customer satisfaction and customer loyalty. This means that the high level of customer satisfaction then the higher the level of customer loyalty. This is proven through calculation of r Product Moment analysis with value or coefficient (Rxy) = 0,659 and determinant coefficient R2 = 0,435 with p = 0.000 <0,050. This shows that customer loyalty is formed by customer satisfaction of 43.5%. then seen from the calculation of the hypothetical mean = 85 and the empirical mean 10.09 and standard deviation = 9.788 note that customer satisfaction in the category of high customer satisfaction. While customer loyalty from hypothetical mean calculation = 67.5 and empirical mean = 86.13 and standard deviation = 7.616 in know that customer loyalty in the category of high customer loyalty.