Factors that Influence Customer Loyalty at the Gudeg Lumintu Restaurant in Jember Regency
DOI:
10.25047/jmaa.v3i1.22Issue:
Vol. 3 No. 1 (2023): JuneKeywords:
Citra Merek, Kualitas Produk, Kualitas Pelayanan, Loyalitas PelangganArticles
Downloads
How to Cite
Downloads
Metrics
Abstract
In current conditions, competition in the restaurant business in Jember Regency is very tight. One of them is the Gudeg Lumintu restaurant in Jember district. In facing this competition, companies must have a strategy to gain loyalty from their customers through brand image, product quality and good service quality. This research aims to analyze (1) the influence of brand image, product quality and service quality on customer loyalty at Gudeg Lumintu Restaurant in Jember Regency simultaneously or partially, (2) variables that have a dominant influence on customer loyalty at Gudeg Lumintu Restaurant. Data was taken directly from respondents using a survey method via questionnaires. The sampling technique used was incidental sampling with a sample size of 40 respondents. The data analysis techniques used are multiple linear regression analysis, coefficient of determination analysis, F test and t test. The results of data analysis using SPSS 23 software show that (1) simultaneously, brand image variables (X1), product quality (X2) and service quality (X3) have a significant effect on customer loyalty (Y), (2) partially, image variables brand (X1) and product quality variables (X2) have a significant effect on customer loyalty (Y), while the service quality variable (X3) has an insignificant effect on customer loyalty (Y), (3) the variable has a dominant effect on customer loyalty (Y ) is the product quality (X2).
References
BPS Provinsi Jawa Timur, “Jumlah Rumah Makan/Restoran di Provinsi Jawa Timur,” in Dinas Kebudayaan dan Pariwisata Provinsi Jawa Timur, Surabaya: Dinas Kebudayaan dan Pariwisata Provinsi Jawa Timur, 2020.
Sugiyono, Metode Penelitian Kuantitatif, Kualitif, dan R&D, 21st ed. Bandung: Alfabeta, 2016.
N. Asnawi and Masyhuri, Metodologi Riset Manajemen Pemasaran. Malang: UIN Malang Press, 2009.
M. Kuncoro, Metode Riset untuk Bisnis dan Ekonomi, 4th ed. Jakarta: Erlangga, 2013.
A. A. Setiawan, N. Rachma, and A. R. Slamet, “Pengaruh Kualitas Pelayanan, Kreatifias Promosi Dan Citra Merek,” e–JRM Elektron. J. Ris. Manaj., vol. 8, no. 21, pp. 82–94, 2019.
H. H. M. Dien, S. G. Oroh, and D. Soepeno, “Pengaruh Kualitas Produk, Tampilan Fisik, Dan Mutu Layanan Terhadap Loyalitas Pelanggan Di Rumah Makan Ayam Kuning Lalapan Jogja,” J. Berk. Ilm. Efisiensi, vol. 16, no. 2, pp. 483–494, 2016.
D. A. Puspitasari, S. Nuringwahyu, and D. Zunaida, “Pengaruh kulitas produk, harga, pelayanan dan lokasi terhadap loyalitas pelanggan,” J. Univ. Islam Malang, vol. 7, no. 3, pp. 29–37, 2018
Author Biographies
Candra Herdiana Indah Tiara Ayuni, Politeknik Negeri Jember
Jurusan Manajemen Agribisnis
Ratih Puspitorini Yekti Ambarkahi, Politeknik Negeri Jember
Jurusan Manajemen Agribisnis
Ariesia Ayuning Gemaputri, Politeknik Negeri Jember
Jurusan Manajemen Agribisnis
Ardhitya Alam Wiguna, Politeknik Negeri Jember
Jurusan Manajemen Agribisnis
License
Copyright (c) 2023 Candra Herdiana Indah Tiara Ayuni, Ratih Puspitorini Yekti Ambarkahi, Ariesia Ayuning Gemaputri, Ardhitya Alam Wiguna
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
