Pengaruh Harga Dan Kualitas Produk Terhadap Loyalitas Konsumen Di Soto Ayam Cak Har Surabaya

Abstract

Now, business competition is getting tougher, especially in the culinary field of food and
beverages in Indonesia. Businessmen are required to always follow business developments in
Indonesia, especially in the food and beverage business. Businessmen must be able to create
and develop innovative ideas to make consumers interested in buying these products. As well
as must pay attention to the wishes of consumers. One example in Surabaya is the culinary
field of soto ayam lamongan Cak Har which is a consideration for target consumers to buy it.
Taking into account the fakor atmosphere of the place, which is not only strategic but also
comfortable, spacious, good service, and a fairly large parking area. The formulation of the
problem in this study is whether there is an influence on the price and quality of the product.
The purpose of the study: to find out whether there is an influence of price and product quality
on consumer loyalty to the purchase of soto ayam Cak Har. This type of research uses
quantitative methods with a type of correlation research with data collection techniques using
questionnaires. The population in this study were consumers who had visited soto ayam Cak
Har with samples taken totaling 96 respondents. The analytical methods used in this study are
multiple regression analysis, validity test, classical assumption test consisting of normality test,
multicollinearity test, heteroskedasticity test, as well as hypothesis testing consisting of t test, f
test. In this study, the author used quantitative methods with survey research that used
questionnaires as his instrument. To process the data from the questionnaire that has been
distributed using the SPSS version 25 application. The population in this study was all
customers of soto ayam Cak Har