PENGARUH PROMOSI, KUALITAS LAYANAN, DAN WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN DI RESTORAN STEAK INDUSTRY SURABAYA

Abstract

The search aimed to analyze the effect of promotion, service quality and word of mouth (WoM) on the customers’ loyalty to the Steak restaurant industry in Surabaya. The research was quantitative. Furthermore, the data collection technique used purposive sampling with a questionnaire as the instrument in the data collection technique. In line with that, were 100 samples. Moreover, the data analysis technique used multiple linear regression with the SPSS 26.The result shows that service quality and word of mouth had positive impact, but promotion shows insignificant effect on customers’ loyalty. It meant that the fluctuation of promotion did not affect customers’ loyalty. On the hand, service quality and WoM had a positive and significant affect on customers’ loyalty. In other words, the fluctuation of the service quality and WOM had a significant affect on the customers’ loyalty. In short word of mouth had a dominant effect on the customers’ loyalty.