ANTESEDEN KEPUASAN DALAM MEMBENTUK LOYALITAS PELANGGAN

Yohana Angel Chrestina, Marjam Desma Rahadhini, Untung Sriwidodo

DOI: https://doi.org/10.23917/benefit.v2i2.5478

Abstract

Chocolate provides various health benefits when consumed sufficiently, such as reducing stress,lowering blood pressure, improving blood circulation and reducing the risk of cancer. Therefore, processed chocolate has the opportunity to be a culinary product. To satisfy the wants of chocolate drink lovers, different
drink flavours are provided by Chocolate Classic Franchise. The purpose of this study is to analyze the antecedents of satisfaction (menu diversity, trust, and customer value) in the formation of customer loyalty. Primary and secondary data were used. The sampling method is non-probability sampling with purposive
sampling of 140 respondents. The Validity and reliability employed confirmatory factor analysis (CFA) and cronbach’s alpha, respectively. Furthermore, the data analysis method used Structural Equation Modeling (SEM). This study concluded that there are influences of the diversity of the menu and the customers’ value
on their satisfaction, there is no effect of trust on customer satisfaction, there is influence of satisfaction on loyalty, there is influence of the diversity of the menu on the loyalty, there is no influence of the value of customer on loyalty, satisfaction mediates the effect of the diversity of the menu and confidence customer
loyalty, satisfaction does not mediate the effect of customer value on loyalty. Finally, this study proposes an advice for Chocolate Classical Solo Franchise to pay attention to the diversity of the menu, to keep the trust and customer value to encourage consumers to repurchase, recommend to others and become loyal.

Keywords

diversity of the menu, trust, customer value, satisfaction, customer loyalty

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