Pengaruh Suasana, Lokasi, dan Kualitas Layanan terhadap Loyalitas Pelanggan pada Burjo Ngegas Pleburan Semarang

Achsa Setya Ananta; Erawati Kartika

doi:10.55606/jurimbik.v6i2.2264

Authors

Achsa Setya Ananta Universitas AKI Semarang
Erawati Kartika Universitas AKI Semarang

DOI:

https://doi.org/10.55606/jurimbik.v6i2.2264

Keywords:

Atmosphere, Location, Service Quality, and Customer Loyalty

Abstract

Increasing competition in the Semaran restaurant industry, particularly among the younger generation, who prioritize price, accessibility, and service quality. The purpose of this study is to evaluate the influence of ambiance, location, and service quality on customer loyalty at Burjo Ngegas Pleburan. This study was conducted using a quantitative approach with an associative design. Data were collected from questionnaires administered to 96 individuals selected through a purposive sampling process. The data were analyzed using multiple linear regression, and the results indicate that location and service quality have a partial and significant positive influence on customer loyalty, whereas ambiance has no influence. In conclusion, location is the primary factor in enhancing customer loyalty, followed by service quality. Therefore, to maintain customer loyalty, the author recommends prioritizing strategic location selection and improving service quality.

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