Analisis Pengaruh Kualitas Pelayanan, Kualitas Produk, dan 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.