The Impact of Product Quality and Consumer Satisfaction to Consumer Loyalty at Mc. Donald’s Cut Meutia Kota Bekasi

Abstract

This study aims to determine: (1) Effect of Product Quality on Consumer Loyalty, (2) Effect of Consumer Satisfaction on Consumer Loyalty, (3) Effect of Product Quality and Consumer Satisfaction on Consumer Loyalty. The population in this study were consumers of McDonald's Cut Meutia Bekasi City in the December 2022 period of 4,650 people. This study used the slovin formula to determine the number of samples and as many as 98 people became the sample. This research technique uses probability sampling technique, with Simple Random Sampling derivatives. The data collection method is through a questionnaire that is arranged based on a Likert scale. The analytical method used is multiple linear regression. Based on the results of the research processed using the IBM SPSS version 26.0 program, the results of the research with this t test indicate that the dependent variable Product. Quality (X1) has a positive and significant effect on the independent variable Consumer Loyalty (Y) can be seen by the value of t count 8.139 > value of t table namely 1,985 and a significant value is 0.000 <0.05. For the dependent variable Consumer Satisfaction (X2) has a positive and significant effect on the independent variable Purchase Intention (Y) seen from the t-count value of 10.899 > t-table value of 1.985 and a significant value of 0.000 <0.05. The results of the f test were obtained with a calculated f value of 60.374 > f table value of 3.091 and a significant level of 0.000 <0.05, meaning that Product Quality and Consumer Satisfaction have a positive and significant effect on Consumer Loyalty. While the results of the determination test obtained R² 0.560. This means that Product Quality and Consumer Satisfaction on Consumer Loyalty is 56% and the remaining 44% is influenced by other variables.