Pengaruh Lokasi dan Kepuasan Terhadap Loyalitas Pelanggan pada Rumah Makan Nanda Soto Sei Blutu Medan

Abstract

This study aims to determine the Influence of Location and Satisfaction Against Customer Loyalty At Restaurant Nanda Soto Sei Blutu Medan. This type of research is associative is a research that is asking the relationship between two variables. The population in this study is were all consumer of Restaurant Nanda Soto Sei Blutu Medan, that is 900 people per day. And by using the technique Random Sampling, then the number of samples in this study as many as 90 respondents. Based on t test results can be seen that t arithmetic on the location variable of 2.646 is greater than t table of 1.661 with the probability t ie sig 0.00 smaller than the limit of significance of 0.05. Based on these values, the location variable has a positive and significant effect on loyalty variable. In the variable satisfaction of 2.542 is greater than t table of 1.661 with the probability t ie sig 0.000 smaller than the limit of significance of 0.05 then the satisfaction variable partially have a positive and significant influence on the loyalty variable. Based on the result of F test, it is obtained the value of F count 39.940 > 3.10 with sig 0,000 < 0,05 which means location and satisfaction simultaneously have positive and significant effect on loyalty variable. The value of R Square obtained is 0.467. To see the great influence of independent variables on dependent variable by calculating the coefficient of determination (KD) = R2 x 100%, so obtained KD = 46.7%. The figure indicates that 46.7% of loyalty (dependent variable) can be explained by location and satisfaction. The remaining 53.3% is influenced by other factors not described in this study.