Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Loyalitas Pelanggan Di Starbucks Mall Artha Gading Jakarta Utara / Laurensia Irene / 26140114 / Pembimbing: Lily Harjati

Irene, Laurensia (2019) Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Loyalitas Pelanggan Di Starbucks Mall Artha Gading Jakarta Utara / Laurensia Irene / 26140114 / Pembimbing: Lily Harjati. Institut Bisnis dan Informatika Kwik Kian Gie, Jakarta.

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Abstract

Seiring laju perekonomian dunia semakin cepat di era globalisasi dan berkembangnya zaman membawa segala bentuk usaha bisnis mengalami perubahan. Oleh sebab itu semakin bertingkat atau majuunya suatu zaman maka tingkat kompetisi pun akan semakin tinggi, artinya para pelaku bisnis di era globalisasi ini berlomba menggunakan fasilitas yang ada untuk mencapai berbagai macam tujuannya. Salah satunya ialah kompetisi dibidang bisnis. Kualitas produk dan kualitas layanan dan loyalitas pelanggan berpengaruh kepada keberhasilan pasar yang akan didapat pelaku bisnis yang mampu menyesuaikan diri dengan persyaratan lingkungan saat ini, yaitu mereka yang mampu memberikan apa yang siap di beli pelanggan Oleh karena itu, peneliti tertarik untuk melakukan penelitian yang berjudul Pengaruh Kualitas Produk dan Kualitas Layanan terhadap Loyalitas Pelanggan Starbucks Di Mall Artha Gading Jakarta Utara. Teori yang digunakan dalam penelitian ini adalah kualitas produk, kualitas layanan dan loyalitas pelanggan. Variabel dalam penelitian ini terbagi menjadi dua jenis, yaitu variabel independen dan variabel dependen. Variabel independen dalam penelitian ini adalah kualitas produk dan kualitas layanan, sedangkan variabel dependen dalam penelitian ini adalah loyalitas pelanggan. Objek penelitian ini adalah Starbucks Coffee Di Mall Artha Gading, Jakarta Utara. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis regresi berganda. Pengumpulan data dilakukan dengan cara penyebaran kuisioner kepada 100 sampel pelanggan Starbucks Coffee Di Mall Artha Gading. Penarikan sampel dilakukan dengan cara non probability sampling dengan teknik judgement sampling. Penelitian menunjukkan bahwa pelanggan menilai kualitas produk dan kualitas layanan sudah baik, dan loyalitas pelangan sudah terpenuhi. Hasil penelitian menunjukkan bahwa kualitas produk dan kualitas layanan terbukti berpengaruh secara positif terhadap loyalitas pelanggan di Starbucks Coffee Mall Artha Gading , Jakarta Utara. Penelitian ini menghasilkan kesimpulan dari penelitian ini adalah variabel kualitas produk dan kualitas layanan terbukti mempengaruhi loyalitas pelangan sesuai dengan teori dan penelitian terdahulu. Kata kunci : Kualitas Produk, Kualitas Layanan, Loyalitas Pelanggan. ABSTRACT Laurensia Irene / 26140114/2018 / Effect of Product Quality and Service Quality on Customer Loyalty Starbucks at Mall Artha Gading North Jakarta / Advisor : Lily Harjati,Ir.M.M. As the pace of the world economy accelerates in the era of globalization and the development of the era brings all forms of business change. Therefore, the more level or advance of an era, the level of competition will be even higher, meaning that business people in this globalization era are competing to use existing facilities to achieve various objectives. One of them is business competition. Product quality and service quality and customer loyalty affect the market success that business people will be able to adapt to current environmental requirements, namely those who are able to provide what the customer is ready to buy. Therefore, researchers are interested in conducting a study entitled Influence Product Quality and Service Quality on Customer Loyalty Starbucks at Mall Artha Gading North Jakarta The theory used in this study is product quality, service quality and customer loyalty. The variables in this study are divided into two types, namely the independent variable and the dependent variable. The independent variable in this study is product quality and service quality, while the dependent variable in this study is customer loyalty. The object of this research is Starbucks Coffee at Mall Artha Gading, North Jakarta. The method used in this study is descriptive analysis and multiple regression analysis. Data collection was done by distributing questionnaires to 100 consumer samples of Starbucks at Coffee Mall Artha Gading. Sampling is done by non probability sampling with judgment sampling technique. Research shows that consumers value product quality and service quality are good, and customer loyalty is satisfied. The results showed that product quality and service quality proved to have a positive effect on customer loyalty Starbucks Coffee at Mall Artha Gading, North Jakarta. This study resulted in the conclusion of this study is the variable quality of products and service quality proven to affect customer loyalty in accordance with the theory and previous research. Keywords: Product Quality, Service Quality, Customer Loyalty.

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