Pengaruh Cita Rasa dan Harga Produk terhadap Loyalitas Pelanggan “RM. Bu Sabar” Kendal

Bu Sabar Kendal Restaurant is a restaurant with distinctive Javanese cuisine. This study aims to determine the effect of product taste and price on loyalty to RM. Bu Sabar Kendal. The method used in this study is descriptive-quantitative. Sampling was conducted using purposive sampling and the number was calculated using the Lemeshow formula because the population was large and the number was variable. Research data was obtained through observation, interviews, and questionnaires filled out by respondents. The data measurement scale used the Likert scale. The data obtained was processed using editing, coding, and tabulation techniques. Hypothesis testing was performed using SPSS software, including validity testing, reliability testing, linear regression analysis, t-testing, F-testing, and the coefficient of determination. The results are as follows: 1) The taste variable (X1) has a high cumulative response value of 84.33%. 2) The cumulative value of the product price variable (X2) is 85.70%, which is in the high category. 3) The loyalty variable (Y) has a cumulative value of 76.63%, which is in the high category. The statistical test results show that the respondents' answers are valid and reliable. The taste variable (X1) has a positive and significant effect on the loyalty variable (Y). This means that if the taste is improved, loyalty will also increase. The product price variable (X2) has a negative and significant effect, meaning that if the product price is lowered, loyalty will increase. The taste variable (X1) and product price variable (X2) together have a simultaneous effect on the loyalty variable (Y). These two variables account for 50.2% of loyalty, while 49.8% is explained by other variables not included in this study.