PENGARUH KUALITAS LAYANAN, PERSEPSI HARGA DAN CITA RASA TERHADAP LOYALITAS PELANGGAN PADA TOKO OLEH-OLEH INSYIRA PEKANBARU

ABSTRAK PENGARUH KUALITAS LAYANAN, PERSEPSI HARGA DAN CITA RASA TERHADAP LOYALITAS PELANGGAN PADA TOKO OLEH OLEH INSYIRA PEKANBARU Oleh: NURVADEA RAMADHANI NIM. 12070120811 Insyirai Oleh-oleh Pekanbaru adalah toko oleh-oleh terlengkaip di Kotai Pekainbairu yang menawarkan produk berkualitas tinggi dengan harga yang terjangkau dan memprioritaskan menjaga konsistensi pelayanan yang ramah serta hangat. Tujuan penelitian ini untuk menganalisa Pengaruh Kualitas Layanan, Persepsi Harga Dan Cita Rasa Terhadap Loyalitas Pelanggan Pada Toko Oleh-Oleh Insyira Pekanbaru. Jumlaih saimpel dailaim penelitiain ini 96 responden yaing dipilih menggunaikain metode purposive saimpling. Pengumpulain daitai dilaikukain dengain menyebairkain kuesioner kepaida i responden. Daitai yaing digunaikain aidailaih daita iprimer dain daitai sekunder. Metode ainailisis daitai yaing digunaikain aidailaih metode regresi lineair bergaindai dain menggunaikain Prograim SPSS 25. Haisil uji penelitiain secara parsial menunjukkan bahwa vairiaibel Kualitas Layanan, Persepsi Harga dain Cita Rasa berpengairuh secara parsial terhaidaip Loyalitas Pelanggan. Haisil pengujian secara simultan menunjukkan bahwa Kualitas Layanan, Persepsi Harga dan Cita Rasa memiliki pengairuh positif dain signifikain terhaidaip Loyalitas Pelanggan pada toko oleh-oleh Insyira Pekanbaru. Nilai R Square sebesar 0,605 atau 60,5%, menunjukkan bahwa variabel Kualitas Layanan, Persepsi Harga dan Cita Rasa secara keseluruhan memberikan pengaruh sebesar 60,5% terhadap variabel Loyalitas Pelanggan. Sedangkan sisanya sebesar 39,5% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci : Kualitas Layanan, Persepsi Harga, Cita Rasa dan Loyalitas Pelangga

Pengaruh Kualitas Layanan, Persepsi Harga Dan Cita Rasa Terhadap Loyalitas Pelanggan Pada Toko Oleh-Oleh Insyira Pekanbaru

This research was conducted on Customers at Insyira Pekanbaru Gift Shop. The purpose of this study was to analyze the effect of service quality, price perception and taste on customer loyalty at Insyira Pekanbaru souvenir shop. Data collection techniques using a questionnaire. The type used in this research is a quantitative type of influence between variables. The population in this study were 96 customers at the Insyira Pekanbaru By-Pass Shop using purposive sampling method. Data analysis used in this study was quantitative with multiple linear regression methods. Based on the results of this study indicate that Service Quality, Price Perception and Taste have an effect on Customer Loyalty both partially and simultaneously. The results of the Coefficient of Determination (R2) show that the magnitude of the influence of the two independent variables together on the dependent variable is 60.5%, while the remaining 39.5% is another variable not examined in this study. Translated with DeepL.com (free version

Pengaruh Kualitas Layanan, Persepsi Harga Dan Cita Rasa Terhadap Loyalitas Pelanggan Pada Toko Oleh-Oleh Insyira Pekanbaru

This research was conducted on Customers at Insyira Pekanbaru Gift Shop. The purpose of this study was to analyze the effect of service quality, price perception and taste on customer loyalty at Insyira Pekanbaru souvenir shop. Data collection techniques using a questionnaire. The type used in this research is a quantitative type of influence between variables. The population in this study were 96 customers at the Insyira Pekanbaru By-Pass Shop using purposive sampling method. Data analysis used in this study was quantitative with multiple linear regression methods. Based on the results of this study indicate that Service Quality, Price Perception and Taste have an effect on Customer Loyalty both partially and simultaneously. The results of the Coefficient of Determination (R2) show that the magnitude of the influence of the two independent variables together on the dependent variable is 60.5%, while the remaining 39.5% is another variable not examined in this study. Translated with DeepL.com (free version