Pengaruh Bauran Pemasaran Terhadap Loyalitas Melalui Kepuasan Konsumen Rumah Makan Pondok Gabus Lukman

Abstract

The restaurant industry has become one of the most rapidly growing sectors worldwide, including in Indonesia. One of the restaurants that plays an important role in the food industry in Bekasi City is Pondok Gabus Lukman Restaurant. However, in the face of increasingly fierce competition, Pondok Gabus Lukman Restaurant needs and continues to innovate in marketing strategies to maintain and increase market share and build loyalty through strong customer satisfaction. The purpose of this articles was to determine how the characteristics of customer satisfaction and loyalty in the influence of the marketing mix at Pondok Gabus Lukman restaurant. The purpose of this articles is to analyse the factors in the marketing mix that influence consumer loyalty at Pondok Gabus Lukman Restaurant. The method used in this research is a quantitative method with sampling conducted in this study is convenience sampling, namely the existence of screening in advance, namely consumers who visit more than once. The analysis method used is structural equation model, customer satisfaction index, and customer loyalty index. The results showed that the dimensions in the marketing mix (product, price and place) have a significant influence on customer satisfaction and loyalty, while the dimensions in the marketing mix (promotion, process, people / actors and physical evidence) have no significant effect on customer satisfaction and loyalty. The level of consumer satisfaction of Pondok Gabus Lukman Restaurant is in the satisfied category with a value of 76.86%, and the level of consumer loyalty is in the very loyal category with a value of 88.43%. This shows that the influence of the marketing mix of the Pondok Gabus Lukman Restaurant has a good influence on loyalty through customer satisfaction.