Pengaruh Lokasi dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan pada Restoran Garuda Medan

Abstract

This study aims to determine "The influence of location and customer satisfaction on customer loyalty at Restaurant Garuda Medan". The type of data in this study is asosoatif is a study that is asking the relationship between two variables. The population in this study all consumers amounted to 55 people. Data collection techniques in the form of distributing questionnaires to all consumers. Value t hitung obtained 2,345 where t table value at a 5% 2,120 means positive. Where significant level a 5% value t hitung 2,345 > t table 2,120. The value of p-value on column sig 0.023 <0.05 means significant. This explains that the location has a significant effect on customer loyalty at Restaurant Garuda Medan. Value t hitung obtained 5,528 where t table value at a 5% 2,120 means positive. Where significant level a 5% value t hitung 5,528> t table 2,120. The p-value value in the 0.000 sig <0.05 column means significant. This explains that customer satisfaction has a significant effect on customer loyalty at Restaurant Garuda Medan. Value F count> F tabel obtained 45,223> 3.34 means positive. While the value of p-value obtained on the column sig 0.000 <0.05 means significant. Thus it can be concluded that the location and customer satisfaction simultaneously have a positive and significant impact on loyalty at Garuda Restaurant Medan. Based on the calculation of coefficient of determination, can be seen Adjusted R Square value obtained by 0.621. The figure shows that 62.1%. Customer Loyalty (dependent variable) can be explained by location factor variable and customer satisfaction. The remaining 37.9% is influenced by other factors not described in this study.