PENGARUH PRODUK, WORD OF MOUTH, LOKASI TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN

Abstract

This research aims to determine the influence of product, word of mouth, location to customer loyalty through customer satisfaction at Restaurant Doremi in Surabaya. The population in this research were consumers who bought the products of Doremi Restaurant in Surabaya. The sampling technique that used is incidental sampling with sample number 100 respondents. Data analysis technique used in this research is path analysis by using SPSS application tool (Statistical Product and Service Solutions). The results showed that the products have a direct and significant influence in consumer loyalty, and the product has an indirect and significant influence in consumer loyalty through consumer satisfaction, then the variable is expressed as a pseudo-intervening variable. Word of mouth has a direct and significant influence on consumer loyalty, and word of mouth has an indirect and significant influence on consumer loyalty through consumer satisfaction, then the variable is expressed as pseudo-intervening variable. Locations have a direct and significant impact on consumer loyalty, and location has an indirect and significant influence on consumer loyalty through customer satisfaction, then the variable is expressed as a pseudo-intervening variable.
Keywords: product, word of mouth, location, consumer satisfaction, and consumer loyalty