The Influence of Product Quality, Service Quality and Price on Customer Loyalty at Skuy Burgerin Shop in Bukittinggi with Customer Satisfaction as Mediation Variable

Abstract

This study aims to explain the effect of product quality, service quality and price on customer satisfaction and loyalty at Skuy Burgerin in Bukittinggi. At the present time, fast food businesses are starting to grow in Indonesia. Skuy Burgerin is an original burger outlet made in Indonesia. The sample used in this study was 165 respondents who were customers of the Skuy Burgerin Shop in Bukittinggi. The sampling technique used non-probability sampling, namely purposive sampling. The analytical technique used is the Structural Equation Model (SEM) method using AMOS software version 22. The results show that there is a positive and significant effect of product quality, service quality and price on customer satisfaction and customer loyalty at Skuy Burgerin in Bukittinggi.