Pengaruh food quality dan perceived price fairness terhadap customer loyalty dengan customer satisfaction sebagai variabel mediator
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Abstract
This study aims to determine whether food quality and perceived price fairness affect customer satisfaction and customer loyalty in restaurant industry. Furthermore, this study aims to determine whether customer satisfaction can mediate the influence of food quality and perceived price fairness on customer loyalty, and its influence on customer loyalty. The samples collected in this study were 175 samples by using online questionnaire method, but only 129 samples were valid. The data was processed by using Smart PLS software and the results showed that food quality and perceived price fairness affect customer satisfaction and customer loyalty, while customer satisfaction mediates the influence of food quality and perceived price on customer loyalty, and customer satisfaction affects customer loyalty.
Penelitian ini bertujuan untuk mengetahui apakah kualitas makanan dan tingkat kewajaran harga yang dirasakan dapat mempengaruhi kepuasan pelanggan dan loyalitas pelanggan di industri restoran. Selanjutnya, penelitian ini bertujuan untuk mengetahui apakah kepuasan pelanggan dapat memediasi pengaruh kepuasan pelanggan dan loyalitas pelanggan terhadap loyalitas pelanggan, serta pengaruh kepuasan pelanggan terhadap loyalitas pelanggan. Sampel yang diperoleh dalam penelitian ini sebanyak 175 sampel dengan menggunakan metode kuesioner online, tetapi hanya 129 sampel yang valid. Data tersebut diolah dengan menggunakan software Smart PLS dan hasil analisis menunjukkan bahwa kualitas makanan dan tingkat kewajaran harga yang dirasakan berpengaruh terhadap kepuasan pelanggan dan loyalitas pelanggan, sementara kepuasan pelanggan dapat memediasi pengaruh kualitas makanan dan tingkat kewajaran harga yang dirasakan terhadap loyalitas pelanggan, dan kepuasan pelanggan dapat mempengaruhi loyalitas pelanggan.
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