Analisis Faktor – Faktor yang Mempengaruhi Loyalitas Pelanggan (Studi Kasus: UMKM Minuman Black Boba)

Abstract

This study aims to analyze the factors influencing customer loyalty at the Black Boba beverage MSME in Medan City. In an increasingly competitive beverage industry, understanding customer loyalty is crucial for maintaining market share. This study identifies four main variables suspected to influence customer loyalty: price, product quality, location, and promotion. The research method used is a quantitative approach with an associative research type. Data was collected through a questionnaire distributed to 90 respondents who are Black Boba customers. Data analysis was conducted using multiple linear regression to test the influence of each independent variable on the dependent variable, namely customer loyalty. The results of the study indicate that product quality has a positive and significant influence on customer loyalty, with a regression coefficient value of 0.349 and a significance level of 0.006. Meanwhile, the variables of price, location, and promotion show a positive influence but are not statistically significant. Simultaneously, all four variables significantly influence customer loyalty with an F-test significance value of 0.000, meaning that 61.4% of customer loyalty can be explained by these four variables.