Effects of Food Quality, Service Quality, Price, Environment, and Location Towards Customer Loyalty of Indonesia’s Local Fast Food Industry

Abstract

This study aims to measure and analyze the effect of several restaurant-related quality attributes toward customer loyalty with a mediating effect from customer satisfaction in the local fast-food industry in Indonesia. The nature of local fast-food industry is different compared to its global counterpart, so a new perspective has to be taken into account. Based on literature review of previous studies, the quality attributes that are selected for this study are food quality, service quality, environment, price, and location. Data in this study were collected from the responses of 461 participants and analyzed using Structural Equation Model (SEM). The SEM result shows that only price and location significantly affect customer loyalty through customer satisfaction. When customer satisfaction is removed and restaurant-related quality attributes is directly tested towards customer loyalty, only price and food quality significantly affect customer loyalty. Both with and without mediating effect from customer satisfaction, price keeps influencing customer loyalty. This result is against the majority of fast-food customer loyalty studies which usually emphasize on food or service quality as the main factor that influences customer loyalty and customer satisfaction.

The Influence of Service Quality and Product Quality on Customer Satisfaction That Implications on Repurchase Interest

“…The results of the study show that there is an influence produced by price on customer loyalty, price is a focus for some companies because price is indeed one of the factors to get customer loyalty, this will be sustainable because a good price will have an impact on customer loyalty. The results of the research are in accordance with those conducted by, (Sunaryo, 2019), (Shamsudin et al, 2019), (Hudaya, 2020), (Slack et al, 2020). e) The fifth hypothesis which states that customer satisfaction has an effect on repurchase interest can be proven true.…”

Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust

“…A two-item scale was used to measure variety of food (Trafialek et al, 2020;Xi & Shuai, 2009). Moreover, a six-item scale was used to measure brand loyalty (Sunaryo, 2019) and further conceptualized into three dimensions such as behavioral, affective, and cognitive loyalty. Regarding the social trust, standard survey question was asked in this study to measure the individuals' trustworthiness about society around them (Javed et al, 2018;Newton, 2001;Rashidin, Javed, Chen, & Jian, 2020).…”

Analisis Loyalitas Pelanggan Ditinjau dari Nilai Pelanggan, Lokasi dan Persepsi Harga dengan Kepuasan Pelanggan sebagai Variabel Intervening pada Pelanggan Indomaret di Yogyakarta

“…Hal ini dikarenakan hampir semua lokasi Indomaret berada ditempat strategis, akses yang mudah, nyaman dan aman, sehingga sudah tidak lagi mempengaruhi kepuasan pelanggan. Hasil penelitian ini tidak sesuai atau berlawanan dengan hasil penelitian terdahulu, dimana penelitian terdahulu menyatakan lokasi memberikan kontribusi positif terhadap kepuasan pelanggan (Iriyanti, Qomariah & Suharto, 2016;Risnawati et al, 2019;Sunaryo, 2019;Uddin, 2019). Pembuktian tersebut menegaskan bahwa letak lokasi yang strategis akan mempengaruhi aksesibilitas yang mudah, nyaman dan aman sehingga kepuasan konsumen atas lokasi menjadi tinggi.…”

“…Pelanggan puas bukan hanya karena harga yang murah saja, tetapi harga tersebut layak karena kualitasnya dan nilai kemanfaatannya, yang kemudian halk tersebut akan meningkatkan kepuasan yang dirasakan pelanggan. Hasil penelitian yang menunjukkan harga berpengaruh terhadap kepuasan pelanggan Indomaret sesuai atau mendukung hasil-hasil penelitian terdahulu yang membuktikan juga bahwa persepsi akan harga memberikan pengaruh yang signifikan terhadap kepuasan pelanggan (Asma et al, 2018;Dewi & Suprapti, 2018;Iriyanti, Qomariah, & Suharto, 2016;Novianti, 2017;Sunaryo, 2019;Uddin, 2019;Zhong & Moon, 2020). Berdasarkan hasil review penelitian terdahulu tidak ditemukan hasil yang berlawanan.…”

“…Keputusan pemilihan lokasi berkaitan dengan komitmen jangka panjang terhadap aspek-aspek yang sifatnya kapital intensif, maka perusahaan benar-benar harus mempertimbangkan dan menyeleksi lokasi yang responsif terhadap situasi ekonomi, demografi, budaya, dan persaingan di masa mendatang (Tjiptono, 2014). Penelitian terdahulu menyebutkan lokasi memberikan kontribusi positif terhadap kepuasan pelanggan (Iriyanti, Qomariah & Suharto, 2016;Risnawati et al, 2019;Sunaryo, 2019;Uddin, 2019). Lokasi juga mampu memberikan kontribusi signifikan kepada loyalitas pelanggan (Iriyanti, Qomariah & Suharto, 2016;Khafidurrohman et al, 2020;Risnawati et al, 2019).…”