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The Influence of Service Quality and Price on Customer Loyalty at Warung Kopi Union in Pontianak City
(1) * Wala Aulia Mail (Universitas Muhammadiyah Pontianak, Pontianak, 78123, Indonesia)
(2) Sumiyati Sumiyati Mail (Universitas Muhammadiyah Pontianak, Pontianak, 78123, Indonesia)
*Corresponding author

Abstract


This study aims to analyze the influence of service quality and price on customer loyalty at Warung Kopi Union in Pontianak City. The research adopts an associative quantitative approach with a total of 100 respondents selected using purposive sampling. Data were collected by doing observation, interviews, and distributing questionnaires employing a Likert scale. The results shows a moderate relationship; 27.9% implies that variations in customer loyalty are influenced by service quality and price, while the remaining percentage is affected by other factors beyond this study. Service quality and price simultaneously have a significant effect on customer loyalty; service quality and price partially have a positive and significant effect on customer loyalty. This study concludes that improving service quality and implementing appropriate pricing strategies can strengthen customer loyalty at Warung Kopi Union. The implication is that the management is advised to consistently maintain excellent service and competitive pricing strategies. Future research is expected to include additional variables such as customer satisfaction or promotion to obtain more comprehensive results.

Keywords


Service Quality; Price; Customer Loyalty: Warung Kopi; Pontianak

   

DOI

https://doi.org/10.33122/ejeset.v6i2.916 		      

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