<![CDATA[The objectives of this study are to know: 1) Is perceived value has a positive influence towards customer loyalty, 2) Is perceived value has a positive influence towards customer satisfaction, 3) Is customer satisfaction has a positive influence towards customer loyalty, 4) Is customer satisfaction has a positive influence towards trust, and 5) Is trust has a positive influence towards customer loyalty. This study took 100 Management students from ABC university who have ever visited XYZ Restaurant in Tangerang as respondents. This study is using PLS-SEM (Partial Least Square – Structural Equation Modeling) to do data processing. The finding of this study showed that perceived value has a positive influence towards customer satisfaction and customer loyalty. This study also showed that customer satisfaction has a positive influence towards customer loyalty and trust. However, from this study, it was found that trust has no positive influence towards customer loyalty. This study can be used as input for the management of XYZ restaurant to give better service to the customers so that they do not only trust the restaurant but also has loyalty to it. Tujuan dilakukannya penelitian ini adalah untuk mengetahui: 1) apakah perceived value berpengaruh positif terhadap customer loyalty, 2) apakah perceived value berpengaruh positif terhadap customer satisfaction, 3) apakah customer satisfaction berpengaruh positif terhadap customer loyalty, 4) apakah customer satisfaction berpengaruh positif terhadap trust, dan 5) apakah trust berpengaruh positif terhadap customer loyalty. Penelitian ini dilakukan terhadap 100 mahasiswa Manajemen Universitas ABC yang pernah berkunjung ke restoran XYZ Tangerang. Data akan diolah dengan menggunakan alat statistik PLS-SEM (Partial Least Square – Structural Equation Modeling). Hasil penelitian menunjukkan bahwa perceived value berpengaruh positif terhadap customer loyalty dan customer satisfaction. Hasil penelitian ini juga menunjukkan bahwa customer satisfaction berpengaruh positif terhadap customer loyalty dan trust. Meski demikian, dari hasil penelitian ini didapatkan hasil bahwa trust tidak berpengaruh positif terhadap customer loyalty. Penelitian ini dapat digunakan sebagai masukan bagi pengelola restoran XYZ untuk memberikan pelayanan yang lebih baik kepada konsumen sehingga konsumen bukan hanya memiliki trust tetapi juga loyalty terhadap restoran XYZ.]]>
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