Pengaruh Customer Delight Terhadap Customer Loyalty Pada Pelanggan Burger King Bandung Indah Plaza Mall
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh customer delight terhadap customer loyalty pada pelanggan Burger King Bandung Indah Plaza Mall. Perkembangan sektor industri jasa makanan di Indonesia yang terlihat dari menjamurnya berbagai gerai restoran cepat saji membuat persaingan semakin ketat. Maka, membangun hubungan dengan pelanggan menjadi hal yang dapat dilakukan oleh restoran cepat saji selain hanya menyediakan makanan saja. Sampel pada penelitian ini adalah pelanggan Burger King Bandung Indah Plaza Mall sebanyak 106 responden dengan menggunakan metode simple random sampling. Teknik analisis data verifikatif yang digunakan adalah Partial Least Square (PLS) dengan dibantu menggunakan software komputer SmartPLS versi 4.0. Penulis berharap pada penelitian ini customer delight dapat menghasilkan pengaruh yang positif dan signifikan terhadap customer loyalty pada pelanggan Burger King Bandung Indah Plaza Mall.
Keywords
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DOI: https://doi.org/10.17509/strategic.v24i1.60868
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