PENGARUH SERVICE QUALITY, PRODUCT QUALITY,DAN TRUST TERHADAP CUSTOMER LOYALTY PADA BM COFFEE MERR SURABAYA

Majid, Ananda Maulana Nurul (2025) PENGARUH SERVICE QUALITY, PRODUCT QUALITY,DAN TRUST TERHADAP CUSTOMER LOYALTY PADA BM COFFEE MERR SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh service quality, product quality, dan trust terhadap customer loyalty pada BM Coffee Merr Surabaya. Latar belakang penelitian ini berangkat dari semakin ketatnya persaingan industri coffee shop di Surabaya, sehingga upaya mempertahankan pelanggan menjadi aspek strategis bagi keberlangsungan bisnis. Faktor kualitas layanan, kualitas produk, dan kepercayaan pelanggan diidentifikasi sebagai determinan utama yang berpotensi mempengaruhi loyalitas pelanggan secara langsung maupun tidak langsung. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Sampel penelitian berjumlah 97 responden yang merupakan pelanggan BM Coffee Merr Surabaya, yang dipilih dengan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner berbasis skala Likert. Analisis data meliputi uji validitas, uji reliabilitas, uji asumsi klasik, regresi linear berganda, uji t, uji F, dan uji koefisien determinasi (R²) dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa service quality, product quality, dan trust berpengaruh signifikan terhadap customer loyalty, baik secara parsial maupun simultan. Variabel service quality menjadi faktor paling dominan dalam memengaruhi loyalitas pelanggan. Hal ini menunjukkan bahwa layanan yang cepat, ramah, dan konsisten merupakan aspek yang paling menentukan dalam membangun hubungan jangka panjang dengan pelanggan BM Coffee Merr Surabaya. Koefisien determinasi (R²) sebesar 0.81 mengindikasikan bahwa ketiga variabel independen memberikan kontribusi sebesar 81% terhadap perubahan customer loyalty. Penelitian ini menyimpulkan bahwa peningkatan kualitas layanan, kualitas produk, dan penguatan kepercayaan pelanggan sangat diperlukan dalam mempertahankan loyalitas pelanggan. BM Coffee Merr Surabaya dianjurkan untuk menjaga konsistensi pelayanan, meningkatkan kualitas produk secara berkelanjutan, serta membangun komunikasi yang transparan guna memperkuat kepercayaan pelanggan. Kata kunci: Service Quality, Product Quality, Trust, Customer Loyalty, Coffee Shop.

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