Pengaruh Kualitas Layanan sebagai Upaya Peningkatan Loyalitas Pelanggan pada UMKM Sektor Kuliner di Kabupaten Kediri
DOI:
https://doi.org/10.30737/risk.v2i1.1751Abstract
Berkembangnya UMKM pada sektor kuliner di Kabupaten Kediri, membuat para pelaku di bidang UMKM kuliner saling bersaing untuk mendapatkan pelanggan, sekaligus memikirkan cara untuk menngkatkan loyalitas pelanggan. Penelitian ini memiliki tujuan untuk mengkaji lebih dalam apakah adanya pengaruh kualitas layanan UMKM sektor kuliner terhadap peningkatan loyalitas pelanggan. Kualitas layanan UMKM yang masuk sebagai aspek penelitian ini adalah aspek tangibles, realibility, responsiveness, assurance dan emphaty. Kelima aspek kualitas layanan ini akan diteliti pengaruhnya terhadap peningkatan loyalitas pelanggan, baik secara parsial maupun secara simultan. Penelitian mengambil sampel dari 400 responden pelanggan UMKM, yang setidaknya pernah ke lokasi UMKM sektor kuliner di Kabupaten Kediri, setidaknya satu kali. Selanjutnya, data dari responden diolah menggunakan metode regresi linear berganda. Hasilnya, secara parsial diketahui aspek tangibles, reliability, assurance, dan emphaty memiliki pengaruh terhadap loyalitas pelanggan. Sedangkan aspek responsiveness tidak memiliki pengaruh terhadap loyalitas pelanggan. Sedangkan secara simultan, kelima aspek kualitas layanan UMKM meemiliki pengaruh terhadap peningkatan loyalitas pelanggan dengan nilai 229,293. Keberhasilan loyalitas dalam meninjau aspek kualitas layanan sebesar 74,1% yang masuk dalam kategori korelasi kuat.References
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