Anteseden Kepuasan dalam Membentuk Loyalitas Pelanggan
Abstract: Chocolate provide
many health benefits when consumed in enough, such as reducing stress, lowers
blood pressure, improves blood circulation, reduces the risk of cancer. So that
processed chocolate has the opportunity to serve as the culinary field effort.
Diverse menu flavored drinks provided by Franchise Chocolate Classic, to the
satisfaction of chocolate drink lovers. The purpose of this study to analyze
the antecedents of satisfaction (menu diversity, trust, and customer value) in
the form of customer loyalty. Collecting data using primary and secondary data.
The sampling method using a non-probability sampling with purposive sampling of
140 respondents. Validity and reliability using confirmatory factor analysis
(CFA) and cronbach's alpha. Methods of data analysis using Structural Equation
Modeling (SEM). The findings of the research there is the influence of the
diversity of the menu, the value of customers' satisfaction, there is no effect
of trust on customer satisfaction, there is the influence of satisfaction on
loyalty, there is the influence of the diversity of the menu on loyalty, there
is no influence of the value of customer loyalty, satisfaction mediates the
effect of the diversity of the menu and confidence customer loyalty,
satisfaction does not mediate the effect of customer value on loyalty. Advice
for Chocolate Franchise Classical Solo to pay attention to the diversity of the
menu, keep the trust and customer value so as to encourage consumers to buy
again, recommend to others and be loyal.
Keywords: diversity of the
menu, trust, customer value, satisfaction, customer loyalty
Penulis: Yohana Angel
Chrestina, Marjam Desma Rahadhini, Untung Sriwidodo
Kode Jurnal: jpmanajemendd170345
