Pengaruh Kualitas Produk Terhadap Loyalitas Kondumen di Gudeg Yu Djum Pusat, Yogyakart

Abstract

This study aims to analyze the effect of product quality on consumer loyalty at Gudeg Yu Djum Pusat, Yogyakarta. The research method used was a quantitative approach with data collection conducted through questionnaires distributed to 100 respondents. Data analysis was carried out using validity tests, reliability tests, descriptive analysis, coefficient of determination, and simple linear regression analysis with the assistance of SPSS version 27. The results showed that product quality had an average score of 3.44, which falls into the very good category, with taste being the most dominant indicator. Meanwhile, consumer loyalty had an average score of 3.46, which was also categorized as very good. Statistical test results indicated that product quality had a significant effect on consumer loyalty, contributing 98.3%. This shows that the better the product quality offered, the higher the level of consumer loyalty. The conclusion of this study is that product quality is the main factor in increasing consumer loyalty. Therefore, it is recommended that Gudeg Yu Djum maintain its taste quality while improving aspects of color and texture, as well as develop marketing strategies to encourage repeat purchases by consumers.

Keywords: product quality, consumer loyalty, culinary business, Gudeg Yu Djum, Yogyakarta