PENGARUH VARIASI MENU DAN HARGA TERHADAP LOYALITAS PELANGGAN GEN’Z MIE GACOAN DI SIDOARJO DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI

Briliantine Caesar Eka Wantoro (Universitas Nahdlatul Ulama Sidoarjo)
Ayu Lucy Larassaty (Universitas Nahdlatul Ulama Sidoarjo)
Achmad Zaki (Universitas Nahdlatul Ulama Sidoarjo)
Afifatus Sholikhah (Universitas Nahdlatul Ulama Sidoarjo)

JURNAL LENTERA BISNIS
Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025

This study uses purchasing decisions as a mediator to test how price and menu variety affect Generation Z loyalty at Mie Gacoan Sidoarjo. Quantitative methods and explanatory analysis were used to collect data from 170 respondents through questionnaires.  PLS-SEM analysis revealed that although menu changes have a large impact on the decision to purchase, they do not directly increase consumer loyalty.  Meanwhile, price has a great influence on loyalty and purchase decisions.  The results of this study emphasize how important menu innovation and aggressive pricing tactics are to increase consumer loyalty through wise purchases.