Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Pada Rumah Makan Pak Nurdin (studi Pada Pelanggan Rumah Makan Pak Nurdin Cabang Marpoyan)

Silviani, Silviani (2019) Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Pada Rumah Makan Pak Nurdin (studi Pada Pelanggan Rumah Makan Pak Nurdin Cabang Marpoyan). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine how the quality of Pak Nurdin Restaurant services and how the loyalty of Pak Nurdin Marpoyan's branch customers. This study also aims to determine whether there is an influence between service quality on consumer loyalty Pak Nurdin Restaurant. This research method uses quantitative methods with a survey approach. Data collection technique was using questionnaires, interviews and documentation. The sampling technique is purposive sampling with 100 predefined sample criteria. Data analysis technique was using the t test and the coefficient of determination. The results of this study indicate that the service quality of Pak Nurdin Restaurant has been implemented well in the 80.04% category while the consumer loyalty of Pak Nurdin Restaurant is also in the good category with a percentage of 77.86%. It is known that the calculated t value is greater than t table (10.303> 1.664) and the significance value is smaller than 0.05 (0.000 <0.05). So it can be concluded that there is an influence between service quality variables on customer loyalty. This research model has a 52% effect while the rest is influenced by other variables not included in this study such as trust factors, customer satisfaction, price factors and so on.

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