Publisher

UNIVEDUNIVED

Journal Jurnal Fokus ManajemenJurnal Fokus Manajemen Abstract

This research is based on the importance of customer loyalty for business companies. Some of the factors that influence customer loyalty are perceived value and customer satisfaction. This study aims to determine the effect of perceived value and customer satisfaction on customer loyalty of customers Solaria Bencoolen Mall restaurant. This type of research is quantitative research with a descriptive approach. The research population is all Solaria Bencoolen Mall restaurant customers. The sample size was 88 people, taken using accidental sampling technique. Data collection using a questionnaire. Data analysis techniques using Multiple Linear Regression analysis. Partial test results show that perceived value has a positive and significant effect on customer loyalty variables (tcount = 3.516 and Sig = 0.001) and customer satisfaction variables have a positive and significant effect on customer loyalty variables (tcount = 5.328 and Sig = 0.000). The simultaneous test results show that the perceived value variable and the customer satisfaction variable together have a significant effect on customer loyalty (Fhitung = 72.988 and Sig = 0.000). The regression equation of the test results is: Y = 4.664 0.298 X1 0.510 X2, with a Coefficient of Determination value of 63.2% (R Square = 0.632). Where the Coefficient of Determination means that together perceived value and customer satisfaction contribute 63.2% in influencing customer loyalty of Solaria Bencoolen Mall restaurant customers.

Conclusion

Based on the research results, theory, and previous research, it can be concluded that perceived value has a positive and significant influence on customer loyalty at Solaria Bencoolen Mall.Furthermore, customer satisfaction also has a positive and significant influence on customer loyalty at Solaria Bencoolen Mall.Finally, perceived value and customer satisfaction together have a significant influence on customer loyalty at Solaria Bencoolen Mall.

Future Research

Further research could explore the mediating role of brand image in the relationship between perceived value, customer satisfaction, and customer loyalty at Solaria Bencoolen Mall. This would provide a deeper understanding of how brand perception influences customer behavior. Additionally, investigating the impact of service quality dimensions, such as responsiveness and empathy, on customer satisfaction and loyalty could offer valuable insights for improving service delivery. Finally, a comparative study examining customer loyalty across different restaurant chains in Bengkulu could identify best practices and competitive advantages, potentially revealing unique factors driving loyalty in the local market. These studies should consider the influence of digital marketing strategies and social media engagement on customer loyalty, as these channels are increasingly important in shaping customer perceptions and behaviors. Conducting longitudinal studies to track changes in customer loyalty over time, and analyzing the effectiveness of different loyalty programs, would also provide valuable data for optimizing customer retention efforts. These research avenues, building upon the current findings, could contribute to a more comprehensive understanding of customer loyalty dynamics in the restaurant industry and inform more effective marketing strategies.

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