ANALISIS PENGARUH PERSEPSI HARGA PRODUK, KUALITAS PRODUK, KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN IMPLIKASI TERHADAP LOYALITAS PELANGGAN (Studi Empiris pada Perusahaan Kuliner Mantap Boss Jakarta)

Abstract

Culinary business trend is the prima donna in the rapid development of business today. This trend raises a lot of shops or street vendors, especially in Jakarta as the center of the capital. In a tight business competition, there is a race against one business in another. Mantap Boss is one of the culinary stalls in Jakarta which has joined since the end of 2016 in the business competition to get fluctuating sales results throughout 2017. The reduction in visitor volume is influenced by a decrease in customer loyalty. This study aims to determine the effect of product price perceptions, product quality, service quality on customer satisfaction the implications for customer loyalty. This research was carried out to consumers of Steady Boss in Jakarta who had bought and also felt that the products offered by Boss Boss were more than once. The model in this study was tested based on data collected from questionnaires on 100 respondents, which were analyzed by multiple regression analysis. The results showed that the independent variables of product quality had a positive effect on customer satisfaction and loyalty. Customer satisfaction variables as intervening variables also have a positive effect on customer loyalty.