KEPUASAN PELANGGAN SEBAGAI PENGHUBUNG FAKTOR- FAKTOR UNTUK MENDUKUNG LOYALITAS PELANGGAN (STUDI KASUS BRAND XIBOBA GEN Z KOTA BEKASI)

Abstract

The purpose of this study was to determine customer satisfaction as a liaison factor to support customer loyalty (case study of the Xiboba Gen Z brand in Kota Bekasi). It is hoped that this research will contribute to a theoretical or scientific level of marketing management and have managerial implications for corporate or business governance. This study uses a survey method as a data collection technique, with a questionnaire as an instrument and distributed online. The technique of determining the research respondents used purposive sampling method. This research produces several findings, firstly, price promotion has no significant effect on customer satisfaction. Second, brand image has no significant effect on customer satisfaction. Third, food quality has no significant effect on customer satisfaction. Fourth, perceived value has a significant positive effect on customer satisfaction, Fifth, service quality has no significant effect on customer satisfaction, and customer satisfaction has a significant positive effect on customer loyalty. This study also found mediating results, namely food quality to influence customer loyalty with partial mediation, as well as non-mediating results from customer satisfaction variables, as a connecting factor for price promotion, brand image, perceived value, and service quality to influence customer loyalty.