PENGARUH SERVICESCAPE DAN MENU DIVERSITY TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN

Putri, Mita Septi Yuana
Miftahul Huda

Neraca Manajemen, Akuntansi, dan Ekonomi
Vol. 8 No. 2 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi

Abstract This study aims to determine and measure the influence of Servicescape and Menu Diversity on Customer Satisfaction and Customer Loyalty in Prigen District. This study is a quantitative study with a sample of 116 respondents using purposive sampling techniques with SPSS 22 analysis tools. The results of the study indicate that Servicescape has a significant effect on Customer Satisfaction, Menu Diversity has a significant effect on Customer Satisfaction, Servicescape has a significant effect on Customer Loyalty, Menu Diversity has a significant effect on Customer Loyalty, Servicescape through Customer Satisfaction has a significant effect on Customer Loyalty, Menu Diversity through Customer Satisfaction has a significant effect on Customer Loyalty. Keywords: Servicescape, Menu Diversity, Customer Satisfaction, Customer Loyalty. AbstrakPenelitian ini bertujuan untuk mengetahui dan mengukur pengaruh Servicescape dan Menu Diversity terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan di Kecamatan Prigen. Penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel sebanyak 116 responden menggunakan teknik purposive sampling dengan alat analisis spss 22. Hasil penelitian menunjukkan bahwa Servicescape berpengaruh signifikan terhadap Kepuasan Pelanggan, Menu Diversity berpengaruh signifikan terhadap Kepuasan Pelanggan, Servicescape berpengaruh signifikan terhadap Loyalitas Pelanggan, Menu Diversity berpengaruh signifikan terhadap Loyalitas Pelanggan, Servicescape melalui Kepuasan Pelanggan berpengaruh signifikan Loyalitas Pelanggan, Menu Diversity melalui Kepuasan Pelanggan berpengaruh signifikan terhadap Loyalitas Pelanggan. Kata Kunci: Servicescape, Menu Diversity, Kepuasan Pelanggan, Loyalitas Pelanggan