PENGARUH SERVICE QUALITY DAN PRICING TERHADAP CUSTOMER LOYALTY DI RETAIL KOPI JANJI JIWA: STUDI PADA MAHASISWA AKTIF S1 MANAJEMEN FEB UNJ 2022
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ABSTRACT
Penelitian ini bertujuan untuk menganalisis pengaruh Service Quality dan Pricing terhadap Customer Loyalty pada Kopi Janji Jiwa, dengan fokus pada mahasiswa aktif S1 Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta tahun 2022. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang didistribusikan kepada 62 responden yang dipilih menggunakan teknik Proportionate Stratified Random Sampling. Data yang terkumpul dianalisis menggunakan regresi linear berganda untuk menguji pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap customer loyalty, dengan koefisien regresi sebesar 0,304. Pricing juga memiliki pengaruh positif dan signifikan terhadap customer loyalty, dengan koefisien regresi sebesar 0,437. Secara simultan, kedua variabel ini berkontribusi sebesar 59% dalam menjelaskan variasi customer loyalty, sebagaimana ditunjukkan oleh nilai Adjusted R-Square. Temuan ini menegaskan bahwa baik Service Quality maupun harga merupakan faktor kunci yang harus diperhatikan untuk meningkatkan customer loyalty.
Kata Kunci Keywords: Service Quality, Pricing, Customer Loyalty, Kopi Janji Jiwa.
ABSTRACT
This study aims to analyze the influence of Service Quality and Pricing on Customer Loyalty at Kopi Janji Jiwa, focusing on active undergraduate management students in the Faculty of Economics and Business at Universitas Negeri Jakarta in 2022. The research adopts a quantitative approach, utilizing a survey method with questionnaires distributed to 62 respondents selected through Proportionate Stratified Random Sampling. The collected data were analyzed using multiple linear regression to examine the impact of the independent variables on the dependent variable. The findings reveal that Service Quality has a positive and significant effect on Customer Loyalty, with a regression coefficient of 0.304. Pricing also demonstrates a positive and significant effect on Customer Loyalty, with a regression coefficient of 0.437. Simultaneously, these two variables contribute 59% in explaining the variation in Customer Loyalty, as indicated by the Adjusted R-Square value. These results underscore that both Service Quality and Pricing are critical factors that must be considered to enhance Customer Loyalty.
Keywords: Service Quality, Pricing, Customer Loyalty, Kopi Janji Jiwa.
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