PENGARUH SELF SERVICE TECHNOLOGY DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MIE GACOAN (PADA MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS QUALITY)

Abstrak

This research aims to analyze the influence of self service technology and service quality on gacoan noodle customer loyalty among quality university management study program students. The method used is quantitative research with multiple linear regression analysis techniques. Data was collected by distributing questionnaires to 67 respondents who were students of the quality university management study program. Based on the research results (t-test), self-service technology (X₁) has a significant effect on customer loyalty with a value of T_count = 8,400 > T_table = 1.997 and has a significance figure of 0.000 < 0.05, service quality discipline (X₂) with a value of T_count = 6,736 > T_table 1,997 and has a significance figure of 0.000 < 0.05. Simultaneously self service technology (X₁) and service quality (X₂) have a positive and significant effect on customer loyalty (Y), with an f-test value of Fcount of 40,237 > F_table of 3.14 and a probability value of 0.000 < 0.05. The results of this research show that self service technology (X₁) and service quality (X₂) have a positive and significant effect on customer loyalty (Y).