Strategi Cafe Luthier Coffee Palembang Untuk Mempertahankan Pelanggan

Venny Novitasari Sumantri; Herry Widagdo

doi:10.35957/forbiswira.v13i1.6035

Venny Novitasari Sumantri Manajemen, Ekonomi, Universitas Multi Data Palembang
Herry Widagdo Manajemen, Ekonomi, Universitas Multi Data Palembang

DOI: https://doi.org/10.35957/forbiswira.v13i1.6035

Abstract

The aim of this research is to partially analyze the effect of service quality, product quality, brand image
and trust on customer loyalty at Luthier Coffee cafe. Another purpose is to analyze the factors of service quality,
product quality, brand image and trust in customer loyalty at Luthier Coffee cafe simultaneously. The research
method used data collection from questionnaires with a Likert scale, with a total of 206 respondents. The type of
research used is descriptive quantitative. The sampling technique is nonprobability sampling with purposive sampling
method and uses SPSS 26 software. The results of this study indicate that the partial test (t-test) of the variables
Quality of Service (X1), Product Quality (X2),
Brand Image (X3) and Trust ( X4) positive and significant effect on Customer Loyalty. Simultaneous test
(F-test) proves that the independent variables are Service Quality (X1), Product Quality (X2), Brand Image (X3)
and Trust (X4) simultaneously affect the dependent variable namely Customer Loyalty (Y)