Pengaruh Perceived Service Quality dan Perceived Price Fairness terhadap Consumer Loyalty pada Restoran X di Jakarta Barat Melalui Consumer Satisfaction
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Abstract
This study aims to analyze the effect of Perceived Service Quality and Perceived Price Fairness on Consumer Satisfaction and Consumer Loyalty in X restaurant consumers in West Jakarta, as well as the mediating role of Consumer Satisfaction in the relationship. The study used a quantitative method with a descriptive approach and cross-sectional design, as well as purposive sampling technique. The results of the analysis show that Perceived Service Quality has a positive and significant effect on Consumer Satisfaction and Consumer Loyalty, both directly and through the mediation of Consumer Satisfaction. In contrast, Perceived Price Fairness has an insignificant negative effect on Consumer Satisfaction and Consumer Loyalty. This finding confirms the importance of service quality in increasing consumer satisfaction and loyalty, while price fairness has no significant effect.
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