Relationship of Product Quality, Price, Cafe Atmosphere to Customer Loyalty through Customer Satisfaction at Cafe Harmony

Abstract

The cafe business in Indonesia continues to increase and increasingly innovative makes competition even harder. Cafe Harmony, which is located in Nganjuk city, East Java province, implements a competitive strategy in the form of maintaining Product Quality, Price, Cafe Atmosphere so that it can satisfy customers and create customer loyalty. This study aims to analyze the influence of Product Quality, Price, Cafe Atmosphere on Customer Loyalty through Customer Satisfaction at Cafe Harmony Nganjuk. This research was conducted by distributing questionnaires to 385 visitors at Nganjuk Cafe Harmony and using the Path Analysis method. The results of this study indicate variable Product Quality, Price, Cafe Atmosphere affect customer satisfaction. In the path analysis shows that the Product Quality, Price, Cafe Atmosphere variables directly or indirectly influence customer loyalty through customer satisfaction at Cafe Harmony Nganjuk.