Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh price, food quality, dan service quality terhadap customer loyalty yang dimediasi oleh customer satisfaction pada pelanggan mie gacoan di kota banda aceh dengan usia sebagai pemoderasi. sampel yang digunakan pada penelitian ini adalah pelanggan mie gacoan di kota banda aceh yang berjumlah 220 responden. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan jenis purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh variabel-variabel yang terlibat. berdasarkan hasil analisis sem menunjukkan bahwa price, food quality, dan service quality tidak berpengaruh signifikan terhadap customer loyalty. price tidak berpengaruh signifikan terhadap customer satisfaction. food quality dan service quality berpengaruh signifikan terhadap customer satisfaction. customer satisfaction berpengaruh signifikan terhadap customer loyalty. kemudian berdasarkan hasıl uji sobel ditemukan bahwa customer satisfaction memediasi secara parsial pengaruh price, food quality dan service quality terhadap customer loyalty. selain itu, terdapat perbedaan dalam kelompok usia pada pengaruh customer satisfaction terhadap customer loyalty. kata kunci: price, food quality, service quality, customer satisfaction, customer loyalty.

ABSTRACT This study aims to determine the effect of price, food quality, and service quality on customer loyalty mediated by customer satisfaction for Gacoan Noodle customers in Banda Aceh City with age as a moderator. The sample used in this study were Gacoan Noodle customers in Banda Aceh City, totaling 220 respondents. The data collection equipment used in this research is a questionnaire. The sampling technique used is non-probability sampling with purposive sampling type. Structural Equation Modeling (SEM) is used as an analysis method to determine the effect of the variables involved. Based on the results of SEM analysis, it shows that price, food quality, and service quality have no significant effect on customer loyalty. Price has no significant effect on customer satisfaction. Food quality and service quality have a significant effect on customer satisfaction. Customer satisfaction has a significant effect on customer loyalty. Then based on the results of the sobel test, it is found that customer satisfaction partially mediates the effect of price, food quality and service quality on customer loyalty. In addition, there are differences in age groups in the effect of customer satisfaction on customer loyalty. Keywords: Price, Food Quality, Service Quality, Customer Satisfaction, Customer Loyalty