PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DI RUMAH MAKAN TERAS MELODY

Abstract

Development of the business world has opened a new chance for the Food industry. Besides, increasing the number of restaurants in Indonesia, the development caused tight competition in quality and production of product quality. Therefore, this research aimed to find out the effect of price, promotion, and service quality on the customers’ loyalty at the Teras Melody restaurant. Moreover, it aimed as follows: 1) to find out the effect of price on the customers’ loyalty at Teras Melody restaurant, 2) to find out the effect of promotion on the customers’ loyalty at the Teras Melody restaurant, 3) to find out the effect of service quality on the customers’ loyalty at the Teras Melody restaurant. The research was quantitative. Furthermore, the population was customers who had transactions at the Teras Melody restaurant with 98 people. Furthermore, the research sample collection technique used purposive sampling. The research data collection used a questionnaire. Meanwhile, the research data analysis technique used multiple linear regression with the SPSS instrument. The research t-test indicated that the factor of price, promotion, and service quality had a positive and significant effect on customer loyalty.