The Effect of Service Quality and Perceived Value on Brand Loyalty Mediated by Customer Satisfaction at Mie Gacoan Yogyakarta

Authors

  • Nur Zakiyah Mukarromah UPN Veteran Yogyakarta
  • Yuni Istanto UPN Veteran Yogyakarta
  • Wisnalmawati Wisnalmawati UPN Veteran Yogyakarta

DOI:

https://doi.org/10.58812/wsjee.v1i12.510

Keywords:

Service quality, Perceived value, Brand loyalty, Customer Satisfaction

Abstract

This study aims to determine the effect of service quality and perceived value on brand loyalty mediated by customer satisfaction at Mie Gacoan restaurants in all areas in Yogyakarta. This research is explanatory research with survey method. The population in this study were all consumers of Mie Gacoan in the Yogyakarta branch. Sampling using purposive sampling method. This type of statistical analysis uses PLS 3.0. And the results showed that directly all independent variables have a significant positive effect on brand loyalty. Indirectly service quality, perceived value has a significant positive effect on brand loyalty which is mediated by customer satisfaction.

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Published

2023-12-30

How to Cite

Mukarromah, N. Z., Istanto, Y., & Wisnalmawati, W. (2023). The Effect of Service Quality and Perceived Value on Brand Loyalty Mediated by Customer Satisfaction at Mie Gacoan Yogyakarta. West Science Journal Economic and Entrepreneurship, 1(12), 679–686. https://doi.org/10.58812/wsjee.v1i12.510

Issue

Vol. 1 No. 12 (2023): West Science Journal Economic and Entrepreneurship

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Articles

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Copyright (c) 2023 Nur Zakiyah Mukarromah, Yuni Istanto, Wisnalwati Wisnalwati

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