West Science Journal Economic and Entrepreneurship
Vol. 1 No. 12 (2023): West Science Journal Economic and Entrepreneurship

The Effect of Service Quality and Perceived Value on Brand Loyalty Mediated by Customer Satisfaction at Mie Gacoan Yogyakarta

Mukarromah, Nur Zakiyah (Unknown)
Istanto, Yuni (Unknown)
Wisnalmawati, Wisnalmawati (Unknown)

Article Info

Publish Date
30 Dec 2023

Abstract

This study aims to determine the effect of service quality and perceived value on brand loyalty mediated by customer satisfaction at Mie Gacoan restaurants in all areas in Yogyakarta. This research is explanatory research with survey method. The population in this study were all consumers of Mie Gacoan in the Yogyakarta branch. Sampling using purposive sampling method. This type of statistical analysis uses PLS 3.0. And the results showed that directly all independent variables have a significant positive effect on brand loyalty. Indirectly service quality, perceived value has a significant positive effect on brand loyalty which is mediated by customer satisfaction.

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Journal Info
West Science Journal Economic and Entrepreneurship
Website

Abbrev

wsee

Publisher

Westscience Press

Subject

Economics, Econometrics & Finance

Description

Journal of Economics and Entrepreneurship published since 2023 by Westscience Press. Editors receive scientific articles from research results, surveys, and literature reviews closely related to the Economics and Entrepreneurship sectors. WSJEE is a peer-reviewed and open-access scientific magazine. ...