ANTESEDEN KEPUASAN DALAM MEMBENTUK LOYALITAS PADA PELANGGAN CAFE DI KOTA SOLO

Abstract

Culinary businesses compete to dominate market share by making good marketing plans. Various culinary businesses developed in the city of Solo, ranging from restaurants and cafes concept cafe. Playground Cafe is a cafe as a comfortable place with a different atmosphere that serves a variety of menu choices. This study aims to analyze the effect of service quality, perceived value and customer satisfaction on customer loyalty, the population in this study is customers of Surakarta Playground Cafe, while the sample is determined by 100 people with purposive sampling. Data analysis uses multiple linear regression test and Sobel test. The results showed that service quality and perceived value affect customer satisfaction and loyalty. Service quality and perceived value affect customer loyalty through satisfaction. Based on these results, the Playground Cafe should maintain the cleanliness of the room, be friendly to consumers, increase operating hours, display quality live music, add food and drink menus in an effort to increase customer satisfaction and loyalty.