Faktor-Faktor Yang Mempengaruhi Loyalitas Pelanggan BTS Meal Di Jabodetabek

Abstract

The quality of service and a wide selection of products contribute to customer loyalty. The purpose of this study: to analyze how the effect of a product, halal, brand, and satisfaction on customer loyalty BTS meal in the Greater Jakarta area; analyze the role of customer satisfaction as a mediator variable between brand, halal, and product on BTS meal customer loyalty in the Jabodetabek area.This study uses a quantitative approach. The study was held on 12-23 June 2021 with 100 student respondents in the Greater Jakarta area. Sampling by purposive sampling.The results of the study reveal that brands and products have a significant influence on customer loyalty. Meanwhile, customer satisfaction does not act as a mediator variable between brand, halal, and a product on customer loyalty.The influence of products and brands is very significant on customer loyalty to a product. To get, maintain and develop loyal customers, companies may continue to improve the quality of products and services, including being creative in creating new products that are in line with the times