PENGARUH PRODUK, LOKASI DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN

Abstract

This research aimed to find out the effect of product, location and service quality on customers loyalty through their satisfaction at Konig Coffee and Bar Cafe, Surabaya. The population were the consumers of Konig Coffee and Bar Cafe which its number was unknown. While, the sampling collection technique used purposive sampling with 98 respondents as sample. Moreover, the number of samples was known by using Lameshow formula. In addition, the data analisys technique used path analisys. The result concluded the product, location, and service quality had significant effect on customers satisfaction. Likewise, the product and location had significant effect on customer loyalty. However, the service quality did not affect significantly on customer loyalty. The effect could be seen indirectly as customer satisfaction variable was interferred by service quality, directly or indirectly, on customer loyalty.
Keywords : product, location, service quality, satisfaction, loyalty.