Pengaruh Servicescape dan Kualitas Produk terhadap Loyalitas Konsumen Durian Ucok Tanjung di Kota Medan

Abstract

This research aims to analyze the influence of Servicescape and Product Quality on Consumer Loyalty at Ucok Durian Tanjung. The research method used is quantitative with multiple linear regression analysis techniques. Data was collected through a questionnaire distributed to 100 respondents who were Ucok Durian Tanjung customers. The research results show that Servicescape has a positive and significant influence on Consumer Loyalty. Product quality also has a positive and significant effect on consumer loyalty. The results of the coefficient of determination test (R²) show that Servicescape and Product Quality together are able to explain the Consumer Loyalty variable by 61.4%, while the remaining 38.6% is influenced by other factors that were not studied. The simultaneous test (F-test) also shows that Servicescape and Product Quality together have a significant effect on Consumer Loyalty.