The Influence of Product Quality and Service Quality on Consumer Loyalty at Pecel Lele Artomoro in South Jakarta

Abstract

The purpose of this study is to determine the influence of product quality and service quality on consumer loyalty at Pecel Lele Artomoro in South Jakarta. The method used is quantitative. The sampling technique used the slovin formula/ancient rao formula and a sample of 99 respondents was obtained. Data analysis used validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, determination coefficient and hypothesis test. The population in this study is consumers of Pecel Lele Artomoro in South Jakarta and the number of saturated samples is 99 respondents. The method of data collection is through questionnaires with a likert scale, observation, and literature study. The results of this study are that product quality has a significant effect on consumer loyalty with a determinationcoefficient of 42.7% and the hypothesis test was obtained > ttable or (8,506 > 1,985). The quality of service had a significant effect on consumer loyalty with a determinationcoefficient of 48.5% and the hypothesis test was obtained by calculating > ttable or (9,556 > 1,985). Product quality and service quality  simultaneously had a significant effect on consumer loyalty by obtaining a regression equation Y = 5.886 + 0.349X1 + 0.501X₂, nii the determination coefficient was 52.9% while the remaining 47.1% was influenced by other factors. The hypothesis test obtained the value of Fcal > Ftable or (53.899 > 3.09).