ABSTRAK
Penelitian ini dilakukan untuk mengetahui pengaruh kualitas produk terhadap loyalitas pelanggan di Kedai Kopipayu selama pandemi Covid-19. Tujuan dilakukannya penelitian ini ialah untuk mengetahui bagaimana kualitas produk di Kedai Kopipayu selama pandemi Covid-19, untuk mengetahui bagaimana loyalitas pelanggan di Kedai Kopipayu selama pandemi Covid-19, dan untuk mengetahui seberapa besar pengaruh kualitas produk terhadap loyalitas pelanggan di Kedai Kopipayu selama pandemi Covid-19.
Penelitian ini menggunakan metode kuantitatif. Jenis penelitian yang digunakan dalam melakukan penelitian ini adalah jenis penelitian deskriptif. Pengambilan sampel dilakukan dengan menentukan jumlah sampel menggunakan proporsi dengan pendekatan interval kepercayaan sebanyak 100 orang. Teknik analisis data yang digunakan ialah analisis deskriptif dan analisis regresi linier sederhana.
Berdasarkan hasil penelitian diperoleh koefisien regresi untuk variabel kualitas produk sebesar 0,451 yang berarti berpengaruh secara positif terhadap loyalitas pelanggan, sehingga dapat dikatakan bahwa arah pengaruh variabel kualitas produk terhadap variabel loyalitas pelanggan adalah positif. Dasar pengambilan keputusan dalam pengujian regresi linear sederhana menunjukkan nilai sig 0,000 < 0,05 atau nilai thitung sebesar 11,103 > ttabel 1,98397. Sehingga hasil tersebut keputusan yang dapat diambil yaitu menolak Ha dan menerima H0, maka kualitas produk berpengaruh signifikan terhadap loyalitas pelanggan.
Kesimpulan dalam penelitian ini, kualitas produk di Kedai Kopipayu selama pandemi Covid-19 memiliki pengaruh yang signifikan terhadap loyalitas pelanggan sehingga dinyatakan dalam kategori baik.
Kata Kunci: Kualitas produk, loyalitas pelanggan, pandemi covid-19
ABSTRACT
This research was conducted to determine the effect of product quality on customer loyalty at Kopipayu Shops during the Covid-19 pandemic. The purpose of this research is to find out how product quality was at Kopipayu Shops during the Covid-19 pandemic, to find out how customer loyalty was at Kopipayu Shops during the Covid-19 pandemic, and to find out how much influence product quality had on customer loyalty at Kopipayu Shops during the Covid pandemic -19.
This research uses quantitative methods. The type of research used in conducting this research is descriptive research. Sampling was carried out by determining the number of samples using a proportion with a confidence interval approach of 100 people. The data analysis technique used is descriptive analysis and simple linear regression analysis.
Based on the research results, the regression coefficient for the product quality variable is 0.451 which means it has a positive effect on customer loyalty, so it can be said that the direction of the influence of product quality variables on customer loyalty variables is positive. The basis for decision making in simple linear regression testing shows a sig value of 0.000 < 0.05 or a t_count value of 11.103 > ttable 1.98397. So that the results of these decisions can be taken, namely rejecting Ha and accepting H0, then product quality has a significant effect on customer loyalty.
The conclusion in this study, product quality at Kopipayu Shop during the Covid- 19 pandemic had a significant influence on customer loyalty so that it was stated in the good category.
Keywords: Product quality, customer loyalty, the covid-19 pandemic