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Determination of Product Marketing Strategy on Gen Z Loyalty to Tophat Cafe

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  • Putu Ayu Titha Paramita Pika

    (Economic and Business, Pendidikan Nasional University)

  • I Gusti Ngurah Oka Ariwangsa

    (Economic and Business, Pendidikan Nasional University)

  • Ni Putu Dea Arina Lestari

    (Economic and Business, Pendidikan Nasional University)

Abstract

This research aims to determine the influence of service quality, price competition, word of mouth on loyalty. The sample in this research was Gen Z consumers who had visited Tophat Café as many as 150 people. Data analysis techniques use Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test, F Test and t Test. From the research results, it was found that service quality had a significant positive effect on loyalty, price competition had a significant positive effect on loyalty and word of mouth had a significant positive effect on loyalty and together service quality, price competition and word of mouth had a significant effect on loyalty. The magnitude of the influence of the independent variable on loyalty is 56.7%. The advice that researchers can give is that Tophat Café should provide quality service, create a competitive price policy and always help consumers’ word of mouth.

Suggested Citation

  • Putu Ayu Titha Paramita Pika & I Gusti Ngurah Oka Ariwangsa & Ni Putu Dea Arina Lestari, 2024. "Determination of Product Marketing Strategy on Gen Z Loyalty to Tophat Cafe," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(8), pages 427-437, August.
    • Handle: RePEc:bjc:journl:v:11:y:2024:i:8:p:427-437
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