Pengaruh Kualitas Makanan, Cita Rasa Dan Persepsi Harga Terhadap Loyalitas Konsumen Di Rumah Makan Sutini Simbarwaringin Lampung Tengah

Abstract

The aim of this research is to determine the influence of food quality, taste and price
perception on consumer loyalty at Ibu Sutini Restaurant. The research method uses
quantitative research. The objects in the research are food quality, taste, price perception
and consumer loyalty at Ibu Sutini's Restaurant. The population in this study is all consumers
who visit restaurants. Samples were taken using an accidental sampling technique that
happened to be encountered during the research. The number of samples was 66 consumers.
Data was taken using a closed questionnaire on a 1-5 Likert scale which was then analyzed
using multiple linear regression techniques with the help of SPSS version 21.0. The research
results show that the food quality variable influences consumer loyalty, the taste variable
influences food loyalty, the price perception variable has a positive influence on consumer
loyalty, and the food quality, taste and price perception variables simultaneously influence
consumer loyalty. Thus, it can be concluded that the variables of food quality, taste and price
perception can increase consumer loyalty to Ibu Sutini's Restaurant.