PENGARUH SERVICE QUALITY DAN PRICE PERCEPTION TERHADAP CUSTOMER LOYALTY PADA KEDAI KOPI DI BEKASI TIMUR

IDLAL RADHYA ANDIYANA, . (2026) PENGARUH SERVICE QUALITY DAN PRICE PERCEPTION TERHADAP CUSTOMER LOYALTY PADA KEDAI KOPI DI BEKASI TIMUR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan industri kedai kopi di Bekasi Timur menuntut pengelola untuk mempertahankan pelanggan melalui kualitas pelayanan dan persepsi harga yang baik. Penelitian ini bertujuan menganalisis pengaruh service quality dan price perception terhadap customer loyalty, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kausal dan metode survei. Data dikumpulkan melalui kuesioner berskala Likert enam poin dari 160 responden yang dipilih menggunakan purposive sampling. Responden merupakan individu berusia minimal 17 tahun yang berdomisili atau beraktivitas di Bekasi Timur serta pernah membeli produk di kedai kopi setempat. Analisis data dilakukan menggunakan IBM SPSS melalui uji kualitas instrumen, uji asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa service quality berpengaruh positif dan signifikan terhadap customer loyalty ( = 0,294; t = 7,954; p < 0,001), demikian pula price perception ( = 0,356; t = 6,636; p < 0,001). Secara simultan, kedua variabel berpengaruh signifikan (F = 81,657) dan mampu menjelaskan 51,0% variasi customer loyalty. Temuan ini menunjukkan bahwa peningkatan kualitas pelayanan yang konsisten serta pembentukan persepsi harga yang adil menjadi strategi penting untuk memperkuat loyalitas pelanggan pada kedai kopi di Bekasi Timur serta memperkaya bukti empiris dalam konteks industri kedai kopi lokal. **** The rapid growth of the coffee shop industry in East Bekasi has intensified competition, requiring businesses to strengthen customer retention through high service quality and favorable price perceptions. This study aims to examine the effects of service quality and price perception on customer loyalty, both individually and simultaneously. A quantitative approach with a causal associative research esign and survey method was employed. Data were collected using a six-point Likert-scale questionnaire from 160 respondents selected through purposive sampling. Respondents were at least 17 years old, resided in or were active in East Bekasi, and had purchased products from local coffee shops. Data were analyzed using IBM SPSS through instrument validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that service quality has a positive and 001), while price 0.001). Simultaneously, both variables significantly influence customer loyalty (F = 81.657) and explain 51.0% of its variance. These findings suggest that consistently improving service quality and fostering fair price perceptions are essential strategies for enhancing customer loyalty in coffee shops. The study also contributes empirical evidence to the literature on customer loyalty within the context of local coffee shop businesses.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D. ; 2). Prima Andriani, S.E., M.Sc.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Idlal Radhya Andiyana .
Date Deposited:	20 Aug 2026 01:36
Last Modified:	20 Aug 2026 01:36
URI:	http://repository.unj.ac.id/id/eprint/72388

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