Pengaruh price promotion, food quality dan service quality terhadap customer loyalty melalui customer satisfaction di Burger King Tunjungan Plaza Surabaya

Hartono, Oktavianus (2018) Pengaruh price promotion, food quality dan service quality terhadap customer loyalty melalui customer satisfaction di Burger King Tunjungan Plaza Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh price promotion, food quality, dan service quality terhadap customer loyalty melalui customer satisfaction di Burger King Tunjungan Plaza Surabaya. Penelitian ini merupakan penelitian kausal. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan cara purposive sampling. Sampel yang digunakan sebesar 150 responden. Teknik analisis data yang digunakan adalah Structural Equation Modelling dengan program LISREL. Hasil penelitian ini menunjukkan bahwa price promotion, food quality, dan service quality berpengaruh positif dan signifikan terhadap customer satisfaction, customer satisfaction memiliki pengaruh positif dan signifikan terhadap customer loyalty. Price promotion, food quality, dan service quality memiliki pengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction di Burger King Tunjungan Plaza Surabaya. Berdasarkan hasil tersebut, maka peneliti memberikan saran kepada pihak manajemen Burger King Tunjungan Plaza Surabaya untuk lebih memperhatikan aspek price promotion dan meningkatkan terus aspek food quality dan service quality untuk membuat pelanggan puas serta loyal terhadap produknya.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Price promotion, food quality, service quality, customer satisfaction, customer loyalty
Subjects: Business
Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Oktavianus Hartono
Date Deposited: 09 Aug 2018 03:17
Last Modified: 09 Aug 2018 03:17
URI: http://repository.ukwms.ac.id/id/eprint/15321

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