HARGA DAN KEBERAGAMAN PRODUK SERTA PENGARUHNYA TERHADAP LOYALITAS PELANGGAN RESTORAN

Authors

  • Ella Anastasya Sinambela Program Studi Manajemen, Fakultas Ekonomi, Universitas Mayjen Sungkono Author
  • Rahayu Mardikaningsih Program Studi Manajemen, Fakultas Ekonomi, Universitas Mayjen Sungkono Author

Keywords:

Keywords: restaurant industry, price, product variant, customer loyalty

Abstract

The restaurant business is one of the most competitive businesses in
the industry. The strategic step of each restaurant is to determine which
competitive variables can attract new customers and keep existing customers
very important to managing a successful restaurant. Various offers in the
restaurant industry cause the perpetrators to try to get loyalty from their
customers. This study aims to analyze the effect of price and product variant on
customer loyalty. The survey was conducted on 110 customers using accidential
sampling techniques. Multiple linear regression analysis using SPSS 25 for
Windows software is used as an analysis tool for data processing. The results
showed that the price and product variant had a significant effect on customer
loyalty partially or simultaneously. 

Downloads

Published

20-10-2025

Issue

Vol. 5 No. 1 (2022): Jurnal Ilmiah Satyagraha

Section

Articles