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.