Pengaruh Cita Rasa Dan Lokasi Terhadap Loyalitas Pelanggan Pada “Rm Bebek Ht Di Surabaya"

Abstrak

Rapid population growth is accompanied by an increase in basic human needs such as food. One
of the efforts to make customers feel satisfied is to create a good taste and strategic location. This
is based on various studies which show that customer satisfaction will lead to customer loyalty.
Loyal customers are expected to reuse services. From the restaurant side, taste is one form of effort
to maintain loyal customers. On other hand, loyal customers also do not forget to pay attention to
strategic locations in finding the best restaurants. So this study seeks determine the effect of taste
and location on customer loyalty. This study uses primary data in the form of questionnaires
distributed via google form and collected as many as 100 respondents. The analytical technique
used is descriptive and quantitative analysis with the help of the IBM SPSS Statistics 20 program.
The results of this study indicate that taste and location have a positive and significant effect on
customer loyalty. This means that the first and second hypotheses in this study are proven. This
finding also strengthens the results of previous studies which were used as a reference in this study.