PENGARUH HARGA, KUALITAS PRODUK, KUALITAS LAYANAN DAN STORE ATMOSPHERE TERHADAP LOYALITAS PELANGGAN DI RUMAH MAKAN KHAS BETAWI BABEH SADELI, PONDOK AREN TANGERANG SELATAN

(Periode Maret-Mei 2018)

Abstract

The purpose of this study to determine the effect of Price, Product Quality, Service Quality and Store Atmosphere in Rumah Makan Khas Betawi Babeh Sadeli Pondok Aren, Tangerang Selatan. For the consumer population 9900 with samples taken as many as 100 samples using Taro yamane formula. Sampling technique used is probability sampling by sampling using simple random sampling technique. Research analysis tool using Smart PLS 3.0. from the calculation done, seen that the value of R-square is 0.488. . The result of Hopotesis shows the variable of Price, Product Quality, Service Quality have positive influence to Customer Loyalty to eat H_a accepted, while variable of Store Atmosphere do not influence to eat H_a rejected.