Pengaruh Kualitas Layanan dan Lokasi terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan Mie Gacoan Pamularsih Semarang
DOI:
https://doi.org/10.61132/jubid.v3i3.1657Keywords:
Customer Loyalty, Customer Satisfaction, Location, Path Analysis, Service QualityAbstract
This study aims to analyze the effect of service quality and location on customer loyalty with customer satisfaction as an intervening variable at Mie Gacoan Pamularsih, West Semarang. The culinary industry fast-food segment faces intense competition, requiring businesses to build customer retention. A quantitative explanatory design was applied using a sample of 100 respondents selected through purposive sampling criteria of customers aged at least 17 years with a minimum of three visits. Data were collected via structured Likert-scale questionnaires and analyzed using multiple linear regression, path analysis, and the Sobel test. The regression analysis for Equation I shows that Service Quality (t = 4.281, p < 0.05) and Location (t = 3.915, p < 0.05) have a positive and significant effect on Customer Satisfaction with R-squared equal to 0.542. Equation II reveals that Service Quality (t = 3.112, p < 0.05), Location (t = 2.845, p < 0.05), and Customer Satisfaction (t = 4.678, p < 0.05) significantly affect Customer Loyalty with a total coefficient of determination of 0.729. Furthermore, the Sobel test proves that Customer Satisfaction significantly mediates the influence of Service Quality (Z = 3.142, p < 0.05) and Location (Z = 2.968, p < 0.05) on Customer Loyalty. The practical implication suggests optimizing service efficiency and spatial accessibility to sustain customer retention.
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