The Influence Of Relationship Marketing, Perceived Quality And Servicescape On Customer Loyalty At Kopi.Kepin Cafe

Nurrabiatu; Muhajirin; Julaiha

doi:10.63922/ijebir.v5i04.4380

Nurrabiatu Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi (STIE) BIMA, Indonesia
Muhajirin Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi (STIE) BIMA, Indonesia
Julaiha Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi (STIE) BIMA, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.4380

Keywords: Reletionship Marketing, Perceived Quality, Serceived Quality, Costumer Loyality

Abstract

This study aims to determine the influence of Relationship Marketing, Perceived Quality, and Servicescape, both partially and simultaneously, on Customer Loyalty at Kopi.Kepin Café, Bima City. The background of this study is based on the tight competition in the café industry, which requires business actors to build customer loyalty amidst the constraints of inconsistent product quality and the comfort of outdoor areas during bad weather.

The type of research used is associative with a quantitative approach. The population in this study is all consumers of Kopi.Kepin Café with an unknown number of certainty. The sample determination was carried out using the Unknown Population formula combined with purposive sampling technique, resulting in a sample of 96 respondents who met certain criteria. Data were collected through observation, literature study, and distribution of questionnaires with a Likert scale. Data analysis techniques applied include instrument testing (validity and reliability), classical assumption tests (normality, multicollinearity, heteroscedasticity, and autocorrelation), multiple linear regression analysis, correlation and determination coefficient analysis, and hypothesis testing through t-tests and F-tests using the SPSS program.

The results of multiple linear regression analysis produce the equation $Y = 5.346 + 0.312X_1 + 0.437X_2 + 0.295X_3$. Based on the t-test (partial), the variables Relationship Marketing ($t\text{-count } 4.160 > t\text{-table } 1.986; p=0.000$), Perceived Quality ($t\text{-count } 3.020 > t\text{-table } 1.986; p=0.003$), and Servicescape ($t\text{-count } 3.010 > t\text{-table } 1.986; p=0.004$) each have a positive and significant effect on customer loyalty. Simultaneously (F test), the three independent variables have a significant effect on customer loyalty ($F\text{-calculated} 15.930 > F\text{-table} 2.47; p=0.000$). The correlation coefficient value ($R$) of 0.585 indicates a moderate/fairly strong relationship. The coefficient of determination value (Adjusted R Square) of 0.342 indicates that variations in customer loyalty can be explained by the three variables by 34.2%, while the remaining 65.8% is influenced by other factors outside this research model.

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