PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA OUTLET ROTI BAKAR YAPPAY SUNGGUMINASA

Septian Dwi Solihin. 2024. The Influence of Service Quality and Price on Customer Loyalty at Roti Bakar Yappay Outlet Sungguminasa, supervised by Yuswari Nur and Ali Murdhani.
Ngandoh.
This study aims to analyze (1) The partial influence of service quality and price variables on customer loyalty at Roti Bakar Yappay outlet. (2) The simultaneous influence of
service quality and price variables on customer loyalty at Roti Bakar Yappay outlet. (3) The variable that has the most dominant influence on customer loyalty at Roti Bakar Yappay
outlet.
The research sample consisted of 96 people who are consumers at Roti Bakar Yappay outlet Sungguminasa. This research uses multiple linear regression analysis method with data
collection using a Likert scale questionnaire.
The research results show that (1) Service quality partially has a significant effect on customer loyalty at Roti Bakar Yappay Sungguminasa Outlet, while price partially does not
have a significant effect on customer loyalty at Roti Bakar Yappay Sungguminasa Outlet. (2) Service quality and price simultaneously have a significant effect on customer loyalty at Roti Bakar Yappay Sungguminasa Outlet. (3) The variable that hasthe most influence on customer loyalty at Roti Bakar Yappay Sungguminasa Outlet is Service Quality.