Pengaruh Activity Involvement Terhadap CUstomer Loyalty Dengan Customer Satisfaction Sebagai Variabel Mediasi Pada XO Suki Cabang Kupang Indah Surabaya

Alfonsus Ligouri Sugyapranata

Abstract


Industri rumah makan dan industri makanan minuman semakin berkembang di Indonesia khususnya di kota-kota besar seperti SurabayaTujuan dari penelitian ini adalah untuk dapat mengetahui pengaruh dari Activity Involvement (Attractive, Self-Expression, Centrality) terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel mediasi di salah satu rumah makan yang terkemuka di Surabaya yaitu XO Suki cabang Kupang Indang Surabaya. Pelaksanaan penelitian ini dilakukan dengan menyebar kuesioner kepada 100 responden yang merupakan pelanggan dari XO Suki cabang Kupang Indah. Jenis penelitian ini merupakan jenis penelitian deskriptif kausal dengan menggunakan cara pengolahan data PLS. Hasil dari penelitian ini menunjukan: 1. Activity involvement tidak berpengaruh siginifikan terhadap customer loyalty, 2. Activity involvement berpengaruh signifikan terhadap customer satisfaction, dan 3. Customer satisfaction berpengaruh terhadap customer loyalty.

Keywords


Activity Involvement, Customer loyalty, Customer Satisfaction, Marketing Strategy, Product.

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References


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