PENGARUH KERAGAMAN MENU, KEPERCAYAAN DAN NILAI PELANGGAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI
Abstract
This study aimed to analyze the effect of the diversity of the menu, trust and
customer value on customer satisfaction and loyalty, and satisfaction mediates the effect
of the diversity of the menu, trust and customer value on customer loyalty. This study
uses primary and secondary data. The sampling technique used purposive sampling.
Data were analyzed using analysis of Structural Equation Modeling (SEM) wiht IMB
software SPSS Amos 20. The results of the analysis obtained significant influence the
diversity of the menu and the value of the customer to customer satisfaction, there is no
significant effect of trust to customer satisfaction, a significant influence satisfaction
customer loyalty, there is a signifacant effect on loyalty diversity of the menu, there is no
significant effect on the value of customer loyalty, satisfaction mediates the effect of the
diversity of the menu and truston customer loyalty, satisfaction does not mediate the
effect of customer value on costumer loyalty.
Keywords: diversity menu, trust, costumer value, satisfaction, customer loyalty.
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