PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN DENGAN VARIABEL MEDIASI KEPUASAN KONSUMEN PADA RUMAH MAKAN AMPALU RAYA PADANG

  • Iqbal Kurnia
  • Eri Besra

Abstract

Abstract: This research was conducted to determine the effect of product
quality on consumer loyalty with mediating variables of customer
satisfaction at the Ampalu Raya Padang Restaurant. To determine the
sample in this study using simple random sampling with the criteria, (a)
Answering domiciled in the city of Padang, (b) Knowing the Ampalu Raya
Restaurant, (c) Medium or ever making a purchase more than twice. This
study used a sample of 150 respondents obtained from the Hair method.
This study uses quantitative methods and survey methods in collecting
data about attitudes, feelings, beliefs of past behavior and thoughts related
to SEM-PLS 3 software. The results of this study reveal the quality of food
that results in significant consumer loyalty in Ampalu Raya Restauant,
product quality is important for consumers at Ampalu Raya Restaurant,
customer satisfaction affects consumers significantly at Ampalu Raya
Restaurant, customer satisfaction is related fully mediating product quality
to customers at Ampalu Raya Restauant. From the R2 value of customer
satisfaction variables can be determined by the poduct quality variable of
54.7 percent explained by other variables that are not examined, customer
loyalty can be explained by product quality variable and customer
satisfaction by 56.3 percent, the rest explained by variables other
variables not examinded.
Key Words: Product Quality, Consumer Satisfaction, Consumer Loyalty

Published
2020-10-01
Section
Articles