Determination of Product Marketing Strategy on Gen Z Loyalty to Tophat Cafe

Abstract

This research aims to determine the influence of service quality, price competition, word of mouth on loyalty. The sample in this research was Gen Z consumers who had visited Tophat Café as many as 150 people. Data analysis techniques use Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test, F Test and t Test. From the research results, it was found that service quality had a significant positive effect on loyalty, price competition had a significant positive effect on loyalty and word of mouth had a significant positive effect on loyalty and together service quality, price competition and word of mouth had a significant effect on loyalty. The magnitude of the influence of the independent variable on loyalty is 56.7%. The advice that researchers can give is that Tophat Café should provide quality service, create a competitive price policy and always help consumers’ word of mouth.