PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN DI RUMAH MAKAN SEDERHANA RINGROAD MEDAN

SIMANJUNTAK, SANTOSA (2021) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN DI RUMAH MAKAN SEDERHANA RINGROAD MEDAN. Undergraduate thesis, Universitas Negeri Medan.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana Pengaruh Harga dan Kualitas Produk Terhadap Loyalitas Konsumen di Rumah Makan Sederhana Ringroad Medan. Penelitian ini dilakukan di Rumah Makan Sederhana yang berlokasi di Jalan. Gagak Hitam/Ringroad Kota Medan. Populasi dan sampel dalam penelitian adalah konsumen Rumah Makan Sederhana Ringroad Medan, pengambilan sampel menggunakan rumus slovin yang berjumlah 96 orang. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah melalui kuesioner yaitu dengan cara menyebarkan kuesioner kepada responden dan mengumpulkannya kembali. Teknik analisis data yang digunakan adalah Regresi Linear Berganda. Sebelum data diregresikan maka terlebih dahulu di uji keterkaitannya dengan variabel independen datanya dengan uji normalitas, multikolinearitas dan heterokedastisitas. Untuk mengetahui kontribusi faktor harga dan kualitas produk terhadap loyalitas konsumen digunakan rumus koefisien determinan. Pengolahan data menggunakan bantuan SPSS 22.0 for Windows. Berdasarkan hasil hasil pengujian secara simultan variabel Harga dan Kualitas Produk terhadap Loyalitas Konsumen menunjukkan bahwa nilai F-hitung sebesar 12.352 > Ftabel sebesar 3,09 dengan tingkat signifikan 0.000 > 0,05, sehingga dapat disimpulkan bahwa variabel Harga dan Kualitas Produk secara bersama-sama berpengaruh terhadap loyalitas konsumen. Hasil uji hipotesis untuk variabel harga memiliki nilai signifikan sebesar 0,022 < 0,05 dan memiliki t-hitung sebesar 2.334 > t-tabel sebesar 1,661. Hal ini menunjukkan bahwa variabel harga berpengaruh secara positif dan signifikan terhadap loyalitas konsumen pada Rumah Makan Sederhana Ringroad Medan kemudian hasil uji hipotesis untuk variabel Kualitas Produk memiliki nilai signifikan sebesar 0,000 < 0,05 dan memiliki t-hitung sebesar 4.112 > t-tabel sebesar 1,661. Hal ini menunujukkan bahwa variabel Kualitas Produk berpengaruh secara positif dan berpengaruh secara signifikan terhadap loyalitas konsumen pada Rumah Makan Sederhana Ringroad Medan.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorSihombing, Dionisiusnidn0001127702
Keywords: Harga, Kualitas Produk dan Loyalitas Konsumen
Subjects: H Social Sciences > HB Economic Theory. Demography > HB238 Competition. Production. Wealth
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Cut Lidya Mutia
Date Deposited: 02 Mar 2021 04:33
URI: http://digilib.unimed.ac.id/id/eprint/41360

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