Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan Pada Starbucks Gelora Bung Karno

Abstract

This study aims to analyze the effect of product quality on customer loyalty at Starbucks Gelora Bung Karno. The research method used is a quantitative approach with descriptive and verificative analysis. Data were collected through questionnaires distributed to 100 respondents who are Starbucks customers using purposive sampling technique. Data analysis was conducted using Spearman correlation test, coefficient of determination, and simple linear regression with SPSS version 26. The results show that product quality has a positive and significant relationship with customer loyalty, indicated by a correlation coefficient of 0.607 and a significance value of 0.000 < 0.05. The coefficient of determination of 36.8% indicates that product quality contributes to customer loyalty, while the remaining is influenced by other factors. The discussion reveals that positive customer perceptions of product quality enhance trust and commitment, leading to higher loyalty. The conclusion of this study is that product quality significantly affects customer loyalty. It is recommended that the company improve product innovation, maintain quality consistency, and strengthen customer loyalty strategies to remain competitive.

Keywords: product quality, customer loyalty, Spearman correlation, Starbucks, consumer behavior