PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA D’LANS PONDOK MAKAN DAN RESTO KABUPATEN PURWODADI

Abstract

This study aims to find out: 1) The effect of service quality on customer loyalty, 2) The
effect of price on customer loyalty, 3) The effect of service quality and price on customer
loyalty at D'Lans Pondok Makan and Resto Purwodadi. This type of research is
quantitative research. The population used in this study is all customers of D'Lans
Pondok Makan and Resto Purwodadi. The sampling technique uses Incidental Sampling.
Data was obtained by distributing questionnaires about service quality, price, and
customer loyalty to 30 respondents. Data analysis used multiple linear regression
analysis, normality test, t test, statistical F test, and determination coefficient (R2)
analysis.Based on the data analysis carried out, it shows that: 1) Service quality has a
partial and significant influence on customer loyalty, and this influence has a positive
value. This is based on the results of the statistical t-test value, the t-count is greater than
the ttable, which is 5.903>2.051 and the significance value is less than 0.05, which is
0.038<0.05. 2) Price has a partial and significant influence on customer loyalty, and the
effect is positive. This is based on the results of the statistical t-test value, the tcount is
greater than the ttable, which is 2.176>2.051 and the significance value is less than 0.05,
which is 0.00<0.05. 3) The quality of service and price have a simultaneous and
significant influence on the customer loyalty of D'Lans Pondok Makan and Resto
Purwodadi, and these influences have a positive value. This is based on the results of the
statistical F-test value, Fcal is greater than Ftable, which is 73.864>3.34 and the
significance value is smaller than