PENGARUH FOOD QUALITY, ATMOSPHERE, DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA RESTORAN BAKMI GAJAH MADA DI SURABAYA

Ruth Vanesia Kurniawan, Ninuk Muljani

Abstract


Restoran Bakmi GM (Gajah Mada) merupakan restoran yang menyita perhatian, dan populer di kalangan masyarakat, terutama generasi milenial (usia 27-36 tahun). Restoran Bakmi GM terus berekspansi ke beberapa daerah, salah satunya di kota Surabaya. Restoran Bakmi GM menjadi pemimpin pasar dalam persaingan dengan restoran bakmi lainnya, seperti Restoran Bakmi Golek, Restoran Bakmi Buncit, Restoran Bakmi Naga, dan Restoran Bakmi Gang Kelinci. Penelitian ini bertujuan untuk menganalisis pengaruh food quality, atmosphere dan service quality terhadap customer satisfaction dan customer loyalty pada Restoran Bakmi GM di Surabaya. Data diperoleh dari 194 responden yang telah memenuhi kriteria yang ditentukan. Hasil pengolahan data menggunakan program SEM-PLS 3.0 menunjukkan, bahwa food quality, atmosphere dan service quality berpengaruh terhadap customer satisfaction dan customer loyalty.


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Keywords


food quality; atmospher; service quality; customer satisfaction; customer loyalty

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DOI: https://doi.org/10.33508/jumma.v13i1.5738