Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan Semen Tiga Roda
DOI:
https://doi.org/10.36805/manajemen.v8i2.5321Abstract
A B S T R A C T
The realization of cement procurement in Indonesia in the fourth quarter of 2020
decreased. This is in line with the declining domestic cement sales. However, three-wheel
cement topped the first position in the top Brand index, this proves the strong position of
the three-wheeled cement Brand in the community. This achievement certainly occurred
because of the trust given by the community to Semen Tiga Roda in terms of quality dan
service to the needs of the community. This study was conducted with the aim of
identifying the effect of Product Quality (X) on Customer Loyalty (Y) for the three-wheel
cement Brand. This research was conducted using descriptive quantitative research
methods dan verification through validity test, reliability test, normality test,
multicollinearity test, simple regression test dan partial test (T test). This research was
conducted by collecting primary data in the form of questionnaires from 100 respondents
dan secondary data in the form of three-wheel cement annual reports, previous research
journals, books, dan data obtained from the official website. Based on the data from the
results of the tests conducted by the author through the partial regression test (T test) it
shows that Product Quality (X) has a positive dan significant effect on the Customer
Loyalty variable (Y) with a significant value of 0.000 less than 0.05.
A B S T R A K
Realisasi pengadaan semen di Indonesia pada triwulan IV tahun 2020 mengalami
penurunan. Hal ini seiring dengan penjualan domestic semen yang menurun.
Namun, semen tiga roda memuncaki posisi pertama pada top Brand index, hal
ini membuktikan kuatnya posisi Brand Semen Tiga Roda di tengah masyarakat.
Prestasi ini tentu terjadi karena adanya kepercayaan yang diberikan masyarakat
terhadap Semen Tiga Roda dari segi kualitas maupun pelayanannya terhadap
kebutuhan masyarakat. Penelitian ini dilakukan dengan tujuan untuk
mengidentifikasi pengaruh Kualitas Produk (X) terhadap Loyalitas Pelanggan (Y)
Brand semen tiga roda. Penelitian ini dilakukan dengan menggunakan metode
penelitian kuantitatif deskriptif dan verifikatif melalui uji validitas, uji
reliabilitas, uji normalitas, uji multikolinieritas, uji regresi sederhana dan uji
parsial (uji T). Penelitian ini dilakukan dengan cara mengumpulkan data primer
berupa hasil kuesioner dari 100 responden dan data sekunder berupa dari
laporan tahunan semen tiga roda, jurnal penelitian terdahulu, buku, serta data
yang didapatkan dari website resmi. Berdasarkan data dari hasil pengujian yang
dilakukan penulis melalui uji regresi parsial (Uji T) menunjukkan bahwa Kualitas
Produk (X) memiliki pengaruh yang positif dan signifikan terhadap variabel
Loyalitas pelanggan (Y) dengan nilai signifikan 0,000 lebih kecil dari 0,05.
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