Analisis Pengaruh Kualitas Produk terhadap Loyalitas Pelanggan pada Rumah Makan di Kota Ambon

Abstract

The purpose of this study was to find out the effect of product quality on customers loyalty at restaurants in Ambon. Likert scale and simple linear regression through questionnaires was used to analyze the data of this study. Based on the result of analysis by using SPSS version 16 program, regression model could be used to predict customers loyalty. The output of SPSS described regression equality, LP = 8,135+0,774KP. Hypothesis testing showed that product quality had positive effect on customers purchasing decision with the value of product quality variable KP = 5,776 which implied that when the brand awareness increased, the customer purchasing decision would increase 25,4% with assumption that the other variables remained. Based on the hypothesis, the tvalue of brand awareness was 5,776 with significant value was 0,000, if the significant value was <0,05%, Ho was rejected and Ha was accepted. The result revealed that the product quality had significant effect on customer purchasing decision. In accordance with the result of this study which most of respondents stated that the product quality influenced the customer purchasing decision at restaurants in Ambon. It was suggested that the restaurants in Ambon should vary their menu and do some inovations in order to improve the quality of their products. The improvement of the product quality would make the customers satisfied and loyal to their product.