Pengaruh Atribut Produk dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Rumah Makan Gulai Kambing Pangek Situjuah Payakumbuh Dengan Kepuasan Pelanggan Sebagai Variabel Intervening

Abstract

The purpose of this study was to determine the effect of customer satisfaction as an intervening variable on the relationship between product attributes, service quality and customer loyalty.
Population of this study is all customers who had experienced as customer at Rumah Makan Gulai Kambing Pangek Situjuah Payakumbuh. The sampling technique used was purposive sampling, whereas the number of samples used for analysis was 100 respondents. In order to conduct hypotheses testing, this study performs simple, multiple, and hierarchical regression analyses.
The result of analysis displays that customer satisfaction was found as an intervening variable on the relationship between products attributes, service quality and customer loyalty. Furthermore, the direct effect of product attributes and service quality on customer loyalty is lesser than indirect effect namely through customer satisfaction.
The results of the study provide practical implications for management of Rumah Makan Gulai Kambing Pangek Situjuah Payakumbuh, that is advisable to improve customer satisfaction through inhancing customer satisfaction service quality
Keywords: Product Attributes, Service Quality, Customer Satisfaction, and Customer