The Influence of Service Quality, Trust and Product Quality on Customer Loyalty of the Coffee Shop "Kopi Roso" Jember

Arik Purwanto, Nurul Qomariah, Nursaid Nursaid, Muhammad Thamrin

Abstract


Increasingly tight business competition means that every business actor must be able to differentiate between one business and another. This is because the business being managed has advantages that can attract consumer attention. Business actors must ensure consumer satisfaction and design appropriate marketing strategies to encourage repeat purchases. Effective marketing is the key to convincing consumers to choose a product. This research aims to analyze the influence of service quality and product quality on customer loyalty at the Jember "Kopi Roso" Coffeeshop. The population of this research is all Kopi Roso Jember customers with a sample of 70 respondents. Descriptive analysis, validity, reliability, classical assumptions and research hypothesis testing were used to analyze the data. The results of this research are expected to show a significant influence of service quality, trust and product quality on customer loyalty of Kopi Roso Jember.


Keywords


service quality; trust; product quality; customer loyalty; Jember Roso Coffee

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DOI: https://doi.org/10.33258/birci.v7i2.7881

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