Pengaruh Kualitas Pelayanan dan Promosi Terhadap Loyalitas Konsumen Melalui Lokasi pada Pesona Coffee Pekanbaru

Authors

  • Alya Putri Universitas Riau, Indonesia
  • Endang Sutrisna Universitas Riau, Indonesia

DOI:

https://doi.org/10.57235/mantap.v3i1.5398

Keywords:

Kualitas Pelayanan, Promosi, Loyalitas Konsumen, dan Lokasi

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh dari kualitas pelayanan (X1) dan promosi (X2) terhadap loyalitas konsumen (Y) melalui lokasi (Z) pada Pesona Coffee Pekanbaru. Data penelitian diperoleh dari kuesioner yang dibagikan kepada konsumen Pesona Coffee Pekanbaru. Pengambilan sampel sebagai objek penelitian ini adalah 100 responden. Penelitian ini menggunakan metode kuntitatif dengan analisis data melalui program SmartPLS 3. Proses analisis data meliputi berbagai tahapan, seperti uji validitas konvergen dan validitas diskriminan, uji reliabilitas, uji koefisien determinasi, uji model fit indices, uji signifikansi, dan pengujian hipotesis. Hasil penelitian yang dilakukan menemukan bahwa, yaitu: (1) kualitas pelayanan secara langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen, (2) promosi secara langsung berpengaruh positif dan siginifikan terhadap loyalitas konsumen, (3) kualitas pelayanan secara langsung berpengaruh positif dan signifikan terhadap lokasi, (4) promosi secara langsung berpengaruh positif dan signifikan terhadap lokasi, (5) lokasi secara langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen, (6) kualitas pelayanan secara tidak langsung terhadap loyalitas konsumen melalui lokasi berpengaruh positif dan signifikan, (7) promosi secara tidak langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen melalui lokasi.

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Published

2025-03-27

How to Cite

Putri, A., & Sutrisna, E. (2025). Pengaruh Kualitas Pelayanan dan Promosi Terhadap Loyalitas Konsumen Melalui Lokasi pada Pesona Coffee Pekanbaru. Journal of Management Accounting, Tax and Production, 3(1), 110–124. https://doi.org/10.57235/mantap.v3i1.5398

Issue

Vol. 3 No. 1 (2025): Maret 2025

Section

Articles

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