PENGARUH PHYSICAL EVIDENCE DAN VARIAN MENU TERHADAP LOYALITAS PELANGGAN WIZZMIE DI KOTA PASURUAN

Fitra Ainun Farikha; Sri  Hastari; Dyajeng Puteri Woro  Subagio

doi:10.53067/bmj.v1i5.27

Authors

Fitra Ainun Farikha Universitas Merdeka Pasuruan
Sri Hastari Universitas Merdeka Pasuruan
Dyajeng Puteri Woro Subagio Universitas Merdeka Pasuruan

DOI:

https://doi.org/10.53067/bmj.v1i5.27

Keywords:

Physical evidence, Varian Menu, Loyalitas Pelanggan, Menu Variants, Customer Loyalty

Abstract

This research aims to determine the influence of Physical Evidence and Menu Variants on Wizzmie Customer Loyalty in Pasuruan City. The sampling method uses Simple Random Sampling. Using the Slovin Formula, with a sample size of 94 respondents. The analysis used is research instrument testing in the form of validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression analysis, hypothesis testing, and determinant coefficient tests. The research results show that the physical evidence variables and menu variants simultaneously have a significant effect on Wizzmie customer loyalty in Pasuruan City with a Fcount > Ftable value of 37.206 > 3.095. The physical evidence value partially has a positive and significant effect on Wizzmie customer loyalty in Pasuruan City with a tcount>ttable value of 6.878>1.661 and a sig value of 0.000>0.05. The menu variant value partially has a positive and significant effect on Wizzmie customer loyalty in Pasuruan City with a tcount>ttable value of 3.783>1.661 and a sig value of 0.000<0.05. The determinant coefficient (R2) obtained a value of 0.450, which shows that physical evidence and variance menu can influence customer loyalty by 45.0%. Meanwhile, other variables outside the scope of the research were 55.0%

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