FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN BTS MEAL DI JABODETABEK

Hendratmoko -

Abstract


The quality of service and a wide selection of products contribute to customer loyalty. The purpose of this study: to analyze how the effect of a product, halal, brand, and satisfaction on customer loyalty BTS meal in the Greater Jakarta area; analyze the role of customer satisfaction as a mediator variable between brand, halal, and product on BTS meal customer loyalty in the Jabodetabek area.

This study uses a quantitative approach. The study was held on 12-23 June 2021 with 100 student respondents in the Greater Jakarta area. Sampling by purposive sampling.

The results of the study reveal that brands and products have a significant influence on customer loyalty. Meanwhile, customer satisfaction does not act as a mediator variable between brand, halal, and a product on customer loyalty.

The influence of products and brands is very significant on customer loyalty to a product. To get, maintain and develop loyal customers, companies may continue to improve the quality of products and services, including being creative in creating new products that are in line with the times

Keywords


Loyalty, Brand, Product, Customer Satisfaction

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DOI: https://doi.org/10.33476/jobs.v2i2.2049

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