Professional Documents
Culture Documents
Dedek Saputra
Fakultas Ekonomi, UMN Al Washliyah, Indonesia
E-mail : syahputddek45@gmil.com
ABSTRACT
This study entitled "The Effect of Service Quality and Store Atmosphere on Customer Loyalty
of Kentucky Fried Chicken (KFC) in Tanjung Morawa". The purpose of this study was to
determine the quality of service and shop atmosphere on customer loyalty at KFC Tanjung
Morawa. This research is a descriptive quantitative research with data analysis techniques
used are multiple linear regression and hypothesis testing (t test and f test). This research
was conducted at KFC Department Store Suzuya which is located at Jl. Lintas Medan -
Lubuk Pakam Dusun IV Km 17.5 Tanjung Morawa was held from October to November
2020. The population in this study were all customers of KFC Tanjung Morawa in October -
November 2020, totaling 16,868 consumers with a sample size of 99 people using the
formula slovin. The data collection method used a questionnaire and documentation. The
results of multiple linear regression analysis obtained Y = 15.073 + 0.147X1 + 0.038X2 + e.
Based on the results of research using statistical testing, it can be concluded that there is a
positive relationship arising from service quality and shop atmosphere to customer loyalty.
The results showed that there was a positive and significant influence between Service
Quality and Shop Atmosphere on Customer Loyalty. This can be proven by a simultaneous
test. Simultaneous F test results show that shop atmosphere and service quality have a
significant effect on customer loyalty where the value of Fcount> Ftable (11.948> 3.09) or
H0 is rejected and Ha is accepted, meaning that the multiple regression coefficient is
significant. Thus, shop atmosphere and service quality together have a significant effect on
customer loyalty at KFC Tanjung Morawa. The independent variable (Store Atmosphere and
Service Quality) is able to explain the dependent variable (Customer Loyalty) of 71.6% and
the remaining 28.4% of the Customer Loyalty variable is explained by other variables
outside the research.