PENGARUH SUASANA TEMPAT DAN INOVASI MAKANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING (STUDI PADA RESTORAN NELAYAN DI KOTA TANJUNGPINANG)

Abstract

This study aims to determine the influence of the atmosphere of the place on customer loyalty with satisfaction, the influence of food innovation on customer loyalty with satisfaction, the influence of the atmosphere of the place and food innovation partially influence on satisfaction, the influence of the atmosphere of the place and food innovation partially influence on customer loyalty and the effect of satisfaction towards customer loyalty. The population in this study were all customers who came to the Nelayan Restaurant at the time of the study. Determination of the sample using the method non probability sampling with purposive sampling with a sampling technique using the iteration formula to get 100 respondents. The data used in this study are primary data obtained from questionnaires/questionnaires. The analytical methods used in this research are descriptive test, data quality test, classic assumption test, path analysis, and hypothesis testing. The results of the analysis in this study indicate that satisfaction can mediate between the atmosphere of the place on customer loyalty, satisfaction is able to mediate between food innovation on customer loyalty, the atmosphere of the place affects satisfaction, food innovation influences on satisfaction, the atmosphere of the place affects customer loyalty, food innovation influences on customer loyalty and satisfaction affect customer loyalty. Based on the results of the study, Nelayan Restaurant is expected to increase customer loyalty by taking into account the factors support the quality of service or food innovation and the influence of the atmosphere.