Last modified: 2018-09-02
Abstract
Loyal customers tend to perform activities to make repurchase and provide positive information in the form of lesan communication to colleagues. In addition, loyal customers can encourage the development of the company. They are usually willing to give ideas or suggestions to the company to improve the quality of its products and services, and in the end they will not be so concerned about the price set by the company. This study aims to examine the impact of product quality policy, service quality, and price on customer satisfaction and loyalty.
The population of this study is the buyer or customer stalls eating Chicken Fried "Bu Zuni" Special Chicken Kampung. The sampling technique used is with convenience sampling. While the collection of data using a questionnaire, which distributed to 96 respondents. After going through the data quality test, the data were analyzed using descriptive analysis technique and regression model. Tests using regression analysis were conducted with 6 types of testing and assisted with SPSS data processing program.
The results of the analysis proved that all antecedent variables (product quality, service quality, and price) were able to influence directly or through the mediator variable of satisfaction. Among other antecedent variables, service quality has the greatest influence in contributing to customer satisfaction, while higher product quality contributes to their loyalty level.
The results are also supported by descriptive calculations. The result of calculation of average indicator of research variables shows that there is the highest value on product quality and service quality. Therefore, to maintain the quality, fried chicken "Bu Zuni" need to add product variants and restaurant facilities, always maintain cleanliness, and hours of operation on time, so that customers feel comfortable in the place.