Pengaruh Kualitas Produk, Pelayanan, dan Lokasi terhadap Loyalitas Pelanggan Coffee Shop Kana & Space

Abstract

The purpose of this study was to analyze the influence of product quality, service quality, and location on customer loyalty at Kana & Space Coffee Shop, Kalisari, East Jakarta. The novelty of this study lies in its comprehensive analysis within the context of a community-based local coffee shop, integrating customer satisfaction and customer experience into the loyalty model amidst dynamic regional competition. The method used was quantitative, with primary data collected  from a questionnaire collected from 100 customers who had made at least two purchases. Data were analyzed using SPSS version 27 through validity, reliability, and classical assumption tests (normality, multicollinearity, heteroscedasticity), as well as multiple linear regression. Hypothesis testing was performed using the coefficient of determination (R²), t-test, and F-test to assess partial and simultaneous effects. The results showed that product quality, service quality, and location had a significant effect, both partially and simultaneously, on customer loyalty. This finding underscores the importance of improving product quality and service quality, and selecting a strategic location in building and maintaining customer loyalty.