ANALISA PENGARUH CUSTOMER EXPERIENCE DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING DI MC DONALD’S RAYA DARMO SURABAYA

Ameylia Puspita Dewi, Lena Ellitan, Dominicus Wahyu Pradana

Abstract


Needs of food are one of the basic human needs that must be fulfilled. Competition in the food industry sector is becoming increasingly tight due to the current pandemic situation. Business actors in the food industry sector compete with each other in order to survive. One of the business actors in the food industry sector is Mc Donald's which in- novates in improving customer experience and service quality which has an impact on customer loyalty through customer satisfaction. This study aims to examine and analyze the effect of customer experience and service quality on customer loyalty either directly or through customer satisfaction at Mc Donald's Raya Darmo Surabaya. The object of this research is McDonald's Raya Darmo Surabaya customers who are at least 18 years old and have purchased a product (dine-in) at Mc Donald's Raya Darmo Surabaya at least 1 time in the last 3 months. The sample used in this study was 101 samples with the Par- tial Least Square technique. The data used are primary data obtained from questionnaires and the data analysis technique used is Structural Equation Modeling with SmartPLS software. The results of the study prove that customer experience has an effect on customer satis- faction; service quality has no effect on customer satisfaction; customer experience affects customer loyalty; service quality has no effect on customer loyalty; customer satisfaction has a positive and significant effect on customer loyalty; customer experience has no effect on customer loyalty through customer satisfaction; service quality has no effect on customer loyalty through customer satisfaction.

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Keywords


customer experience, service quality, customer satisfaction, customer satisfaction

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DOI: https://doi.org/10.33508/jumma.v11i2.4374