PENGARUH KUALITAS LAYANAN, PERSEPSI HARGA, DAN NILAI PELANGGAN TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN (Studi Empiris Pada Warung Makan Ayam Geprek Idola Semarang)

Abstract

This purpose of this study was toanalysis The Effect of Service Quality, Price Perception, and Customer Value, Towards Customer Satisfaction and The Impact onCustomer Loyalty at Warung Makan Ayam Geprek Idola Semarang. The population in this study were customer who purchases the product more three times at Warung Makan Ayam Geprek IdolaSemarang and the age more 17 years old. The number of samples studied was as many as 100 people were selected as respondents by using purposive sampling technique. Data collection methods used in this study is a questionnaire filled by respondents. The analysis used in this research is linear regression analysis to examine the effect of partially each independent variable that is Service Quality, Price Perception, and Customer Value to dependent variable that is customer satisfaction and customer loyalty. And use path analysis. Keywords: Service Quality, Price Perception, and Customer Value, Customer Satisfaction andCustomer Loyalty.