Pengaruh Kualitas Produk, Harga, dan Lokasi terhadap Loyalitas Pelanggan pada Nemu Coffee Bekasi

Sijabat, Immanuel Stallone (2025) Pengaruh Kualitas Produk, Harga, dan Lokasi terhadap Loyalitas Pelanggan pada Nemu Coffee Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The purpose of this research is to determine the influence of product quality, price, and location on customer loyalty at Nemu Coffee Bekasi. The population in this study consists of customers of Nemu Coffee Bekasi. The sampling technique used in this research employs random sampling method. The sample taken consisted of 98 respondents. The analysis used in this research is multiple regression analysis. The results of this research show: (1) there is a positive and significant influence of product quality variable on customer loyalty at Nemu Coffee Bekasi, (2) there is a positive and significant influence of price variable on customer loyalty at Nemu Coffee Bekasi, (3) there is a positive and significant influence of location variable on customer loyalty at Nemu Coffee Bekasi, (4) there is a positive and significant influence between product quality, price, and location variables simultaneously on customer loyalty at Nemu Coffee Bekasi. The results of the coefficient of determination (R²) test analysis using SPSS version 27 show an R Square value of 0.789, which means that the product quality, price, and location variables contribute 78.9% in influencing customer loyalty, while the remaining 21.1% is influenced by other variables outside this research.

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