THE EFFECT OF FOOD QUALITY AND SERVICE QUALITY ON CONSUMER LOYALTY WITH SATISFACTION AS THE INTERVERNING VARIABLE ON AISYAH CATERING MEDAN Elzelyta Nurillah Siregar (1*), Endang Sulistya Rini (2), Beby Karina Fawzeea (2)
MAGISTER MANAJEMEN, UNIVERSITAS SUMATERA UTARA
Abstract
This research aims to determine and analyze the effect of food quality and service quality on consumer loyalty with satisfaction as an intervening variable at Aisyah Catering Medan. The population in this research were all customer of Aisyah Catering Medan who had made a purchase at least twice, the number of which was unknown. The sampling technique used non-probability sampling method, namely purposive sampling with a total sample of 97 respondents. The instrument of this research used a questionnaire. The method used for hypothesis testing in this research is the Structural Equation Model (SEM) method. The results showed that food quality has a positive and significant effect on consumer loyalty at Aisyah Catering Medan. Service Quality has a positive and significant effect on Consumer Loyalty at Aisyah Catering Medan. Satisfaction has a positive and significant effect on Consumer Loyalty at Aisyah Catering Medan. Food Quality has a positive and significant effect on Satisfaction at Aisyah Catering Medan. Service quality has a positive and significant effect on satisfaction. Satisfaction is able to mediate the relationship between Food Quality and Consumer Loyalty. Satisfaction is able to mediate the effect of Service Quality on Consumer Loyalty.
Keywords: Food Quality, Service Quality, Consumer Loyalty, Satisfaction
