ANALISIS PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, KEWAJARAN HARGA BERDASARKAN PERSEPSI PELANGGAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN RESTORAN CEPAT SAJI LOKAL YOGYAKARTA
Abstract
This paper aimed to analyze the influence of customer’s satisfaction to customer’s
loyalty in local restaurant Yogyakarta. There are variables involved as consideration which
are perceived service quality, perceived product quality, and perceived price fairness.
Population on this study is customer of instan local restaurant in Yogyakarta. Data was
collected by using convenience sampling technique that analyze among 200 respondents.
The method used by distributing questionnaires and processed by using Structural Equation
Modelling AMOS. The results of this study indicate that, there is a significant influence
between the perceived service quality to customer satisfaction. Second, there is a significant
influence between perceived service quality to customer loyalty. Third, there is a
significant influence between perceived product quality to customer satisfaction. Fourth,
there is a significant influence between perceived product quality to customer loyalty. Fifth,
there is a significant influence between perceived price fairness to customer satisfaction.
Then, there is a significant influence between perceived price fairness to customer loyalty.
In addition, there is a significant influence between customer satisfaction with customer
loyalty.
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