Pengaruh Kualitas Layanan, Harga, Dan Lokasi Terhadap Loyalitas Pelanggan Coffee Shop Di Kota Malang

Abstract

Abstract

 

This study aims to determine how much influence service quality, price and location have on coffee shop customer loyalty in Malang City. The number of samples determined using the Malhotra formula and the results obtained were 80 respondents. Data was obtained by distributing questionnaires to Kebon Cak Kin Coffee shop customers who were selected by purposive sampling. Data analysis in this study used SPSS version 29. The data testing techniques used in this study include validity test, reliability test, normality test, classical assumption test, multiple linear regression analysis test, f test, t test and determination coefficient test (R2). The results of this study indicate that service quality, price and location have a positive and significant effect on customer loyalty.

 

Keywords: Service Quality, Price, Location and Customer Loyalty