Pengaruh Nilai Pengalaman Pelanggan Terhadap Loyalitas Produk Kopi Gayo Pada Masyarakat di Kota Lhokseumawe
Keywords:
Nilai Fungsional, Nilai Emosional, Nilai SosialAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh nilai pengalaman pelanggan terhadap loyalitas produk Kopi Gayo pada masyarakat di Kota Lhokseumawe. Populasi dalam penelitian ini adalah seluruh masyarakat di Kota Lhokseumawe. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengambilan sampel non-probability sampling. Data yang dikumpulkan merupakan data primer yang diperoleh dari penyebaran kuesioner secara langsung dengan metode purposive sampling, melibatkan 120 orang responden. Analisis data menggunakan analisis regresi linier berganda dengan bantuan perangkat lunak Statistical Package for the Social Sciences (SPSS) versi 26.0. Hasil penelitian menunjukkan bahwa nilai fungsional berpengaruh positif dan signifikan terhadap loyalitas produk Kopi Gayo. Nilai emosional berpengaruh positif dan signifikan terhadap loyalitas produk Kopi Gayo. Nilai sosial berpengaruh positif dan signifikan terhadap loyalitas produk Kopi Gayo. Nilai fungsional, nilai emosional, dan nilai sosial secara simultan berpengaruh positif dan signifikan terhadap loyalitas produk Kopi Gayo pada masyarakat di Kota Lhokseumawe.
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