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Pengaruh kualitas produk dan jasa pada ekuitas pelanggan di Coffee Toffee Indonesia

Author

Listed:
  • Sri Widyastuti
  • Zainuddin Zainuddin

Abstract

Kegagalan bisnis merupakan pengalaman berharga, sehingga Coffee Toffee harus mampu mempertahankan ekuitas pelanggannya yang sangat penting dalam menjaga sustainability gerai Coffee Toffee, agar dapat menjadi salah satu Coffee Shop terbesar dan terbaik di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan kualitas layanan secara bersama-sama maupun parsial terhadap ekuitas pelanggan. Metode analisis yang digunakan dalam penelitian ini adalah statistik deskriptif dan verifikatif. Uji Regresi Berganda menggunakan bantuan program SPSS versi 20. Hasil penelitian menunjukkan bahwa kualitas produk dan layanan secara bersama-sama berpengaruh terhadap ekuitas pelanggan, hal ini dikarenakan kualitas produk dan layanan bagi jasa kuliner merupakan faktor penting dalam membentuk ekuitas pelanggan. Kualitas produk berpengaruh positif dan signifikan terhadap ekuitas pelanggan, dikarenakan kualitas produk dari tanggapan pelanggan terbukti berkualitas namun kualitas layanan tidak berpengaruh signifikan terhadap ekuitas pelanggan, dikarenakan gerai Coffee Toffee menggunakan konsep self service sehingga sedikit tingkat komunikasi karyawan dengan pelanggan.

Suggested Citation

  • Sri Widyastuti & Zainuddin Zainuddin, 2015. "Pengaruh kualitas produk dan jasa pada ekuitas pelanggan di Coffee Toffee Indonesia," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 19(2), pages 184-196.
    • Handle: RePEc:uii:jsbuii:v:19:y:2015:i:2:p:184-196:id:4404
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