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All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Achsa Setya Ananta
Universitas AKI Semarang
Economics, Econometrics & Finance Other

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Pengaruh Suasana, Lokasi, dan Kualitas Layanan terhadap Loyalitas Pelanggan pada Burjo Ngegas Pleburan Semarang Achsa Setya Ananta; Erawati Kartika
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 6 No. 2 (2026): Juni, Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v6i2.2264

Abstract

Increasing competition in the Semaran restaurant industry, particularly among the younger generation, who prioritize price, accessibility, and service quality. The purpose of this study is to evaluate the influence of ambiance, location, and service quality on customer loyalty at Burjo Ngegas Pleburan. This study was conducted using a quantitative approach with an associative design. Data were collected from questionnaires administered to 96 individuals selected through a purposive sampling process. The data were analyzed using multiple linear regression, and the results indicate that location and service quality have a partial and significant positive influence on customer loyalty, whereas ambiance has no influence. In conclusion, location is the primary factor in enhancing customer loyalty, followed by service quality. Therefore, to maintain customer loyalty, the author recommends prioritizing strategic location selection and improving service quality.
Co-Authors Erawati Kartika