Peran Dining Experience Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Di Restoran Mywarung Pererenan

Abstract This study aims to examine the effect of dining experience on customer loyalty, examine the effect of dining experience on customer satisfaction, examine the effect of customer satisfaction on customer loyalty, and examine the effect of customer satisfaction. dining experience on customer loyalty with customer satisfaction. as a mediating variable. Data collection using the questionnaire method. The population in this study were customers who had visited, ate and had a customer loyalty card at the MyWarung Pererenan restaurant by walk-in in 2020 as many as 12,639 people. The technique used in this research is purposive sampling which aims to determine the sample with the criteria of customers who have visited and dined and provide a positive online review at the MyWarung Pererenan restaurant. The number of samples is 100 people and all of them provide answers. The analytical technique used is the classical assumption test, path analysis test, coefficient of determination test and Sobel test. The results showed that the dining experience had a positive and significant effect on customer loyalty, the dining experience had a positive and significant effect on customer satisfaction, customer satisfaction had a positive and significant effect on customer loyalty, and customer satisfaction had a positive and significant effect on customer satisfaction. mediation on the relationship between dining experience and customer loyalty.     Keywords: Dining Experience, Customer Loyalty, Customer Satisfaction             Abstrak Penelitian ini bertujuan untuk menguji pengaruh pengalaman bersantap terhadap loyalitas pelanggan, menguji pengaruh pengalaman bersantap terhadap kepuasan pelanggan, menguji pengaruh kepuasan pelanggan terhadap loyalitas pelanggan, menguji pengaruh kepuasan pelanggan. pengalaman bersantap pada loyalitas pelanggan dengan kepuasan pelanggan. sebagai variabel mediasi. Pengumpulan data menggunkana metode kuesioner. Populasi dalam penelitian ini adalah pelanggan yang pernah berkunjung, makan dan memiliki kartu loyalitas pelanggan di restoran MyWarung Pererenan secara walk-in tahun 2020 sebanyak 12.639 orang. Teknik yang digunakan dalam penelitian ini adalah purposive sampling yang bertujuan untuk menentukan sampel dengan kriteria pelanggan yang pernah berkunjung dan bersantap serta memberikan review positif secara online pada restoran MyWarung Pererenan. Jumlah sampel 100 orang dan semuanya memberikan jawaban. Teknik analisis yang digunakan adalah uji asumsi klasik, uji analisis jalur, uji koefisien determinasi dan uji Sobel. Hasil penelitian menunjukkan bahwa pengalaman bersantap berpengaruh positif dan signifikan terhadap loyalitas pelanggan,  pengalaman bersantap berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. mediasi pada hubungan antara pengalaman bersantap dan loyalitas pelanggan.   Kata kunci: Dining Experience, Loyalitas Pelanggan, Kepuasan Pelanggan