PENGARUH PROMOTION, SEARCH, DAN EXPERIENCE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI EMOTIONAL VALUE DAN QUALITY PERFORMANCE VALUE (STUDY PADA KAFE LE CAFÉ GOURMAND SURABAYA)
Abstract
This study aimed to determine the effect of promotion, search, and experience
quality on customer loyalty through emotional value and quality performance value at
cafe Le Café Gourmand Surabaya.
The sample used in this study are the consumer of cafe Le Café Gourmand
Surabaya who have made a purchase in the cafe Le Café Gourmand Surabaya more
than once in 6 months and living in the city of Surabaya, the number of respondents
were 125 people. For processing and analyzing the data in this study researcher is
going to use Structural Equation Modeling (SEM) with AMOS 22.0 software as the
software to process the data. The results of analysis showed that the search quality
and experience quality have a positive and significant effect on customer loyalty
through emotional value and quality performance value, while the promotion has
positive and significant effect on customer loyalty through quality performance value,
but promotional will have a positive effect and no significant effect on customer
loyalty through emotional value.
These findings indicate that experience quality has highest influence on
customer loyalty with a regression coefficient of 0.61, through the emotional value
and 0:28, through quality performance value. Next is the search quality that has
regression coefficients of 0:49 through quality performance value, and 0:22 through
emotional value. The last variable is promotion with regression coefficient of 0.26
through quality performance value and 0.08 through the emotional value 0:08.
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