Pengaruh Customer Experience dan Nilai Produk Terhadap Loyalitas Konsumen di Kopi Jaya Cafee Banjarmasin

Abstract

The purpose this of the researcher is to analyze experience customer and product value whether it can be considered in the decision of consumer loyalty, one of the important aspects in the business sector especially in the coffee shop industry. This research involved a total of 33 customer participants. Quantitative analysis is used to process data. This includes validity tests, reliability, classical assumpti test, multiple linear regression analysis, and hypothesis tests, including T tests, F tests, and determination coefficients this is a using SPSS 26 version software to analyze data that meet the criteria for validity, reliability, and hypothesis testing. The resulting regression equation is as follows: Y = 8,135 + 0,107 (X1) + 0,084 (X2). The decision variables used consumer loyalty (Y), customer experience (X1), and product value (X2). The results of the hypothesis with the T test and the F test show that customer experience and product value have a significant effect on consumer loyalty. In accordance with the coefficient value of determination (R²), which is indicated by the R Squared value of 0,352, the variables of customer experience and product value affect as much as 35,2% and are influenced by other variables by 64,8%.