Effect of Quality Products, Prices, Locations and Customer Satisfaction to Customer Loyalty Simpang Raya Restaurant Bukittinggi "Salero Nan Tau Raso"

The purpose of this research is to analyze: Influence of product quality, price, location, and customer satisfaction to customer loyalty Simpang Raya Restaurant. This type of research is causative descriptive research. The population in this study is all customers who make repeat purchases on the product of Simpang Raya Restaurant Bukittinggi. Data collection techniques in this study using observation techniques and questionnaires. Data analysis techniques obtained will be analyzed quantitatively and qualitatively. To analyze the relationship between these variables,analysis method used is this analysis of Structural Equation Modeling (SEM) uses AMOS Software version 22. The result of this research indicates that (1) product quality has significant effect to customer satisfaction of Simpang Raya Restaurant, Bukittinggi (2) price has significant effect to customer satisfaction of Simpang Raya Restaurant, Bukittinggi (3) Location has significant effect to customer satisfaction Simpang Raya Restaurant, Bukittinggi (4) Product quality has no effect to customer loyalty Restaurant Simpang Raya Bukittinggi (5) Price has no effect to customer loyalty Restaurant Simpang Raya Bukittinggi (6) Location has significant effect to customer loyalty Restaurant Simpang Raya Bukittinggi and (7) Customer satisfaction has no effect to customer loyalty Simpang Raya Restaurant, Bukittinggi.