¹Vania Violani,²Albari

^1,2Management Study Program, Faculty of Business and Economics, Indonesian Islamic University

This study aims to explain the effect of product quality, service quality and price on customer satisfaction and loyalty at Skuy Burgerin in Bukittinggi. At the present time, fast food businesses are starting to grow in Indonesia. Skuy Burgerin is an original burger outlet made in Indonesia. The sample used in this study was 165 respondents who were customers of the Skuy Burgerin Shop in Bukittinggi. The sampling technique used non-probability sampling, namely purposive sampling. The analytical technique used is the Structural Equation Model (SEM) method using AMOS software version 22. The results show that there is a positive and significant effect of product quality, service quality and price on customer satisfaction and customer loyalty at Skuy Burgerin in Bukittinggi.

product quality, service quality, price, customer satisfaction, and customer loyalty.

1) Adiyanta, F. S., (2019). Law and Empirical Research Studies: Use of Survey Methods as Empirical Legal Research Instruments. Adminitrative Law & Governance Journal, 2(4): 697–709. DOI: https://doi.org/10.14710/alj.v2i4.697-709

2) Ahsan, A. F., & Lukmandono. (2021). The Influence of Product Quality, Service Quality and Price on Customer Satisfaction and Loyalty of Anita Family Bakery Sumenep Products. National Seminar on Sustainable Industrial Technology I: 35-42.

3) Aldina, F., Setiawati, L., & Kania, R. (2021). Consumer Loyalty for Social Business Products: A Strategy to Build Consumer Loyalty. Prosiding 12th Industrial Research Workshop and National Seminar: 1061- 1076.

4) Anindya, E. T., Lestari, H., & Rostyaningsih, D. (2022). The Influence of Service Quality and Price on Customer Satisfaction (Case Study at PDAM Tirta Moedal Semarang City). Journal of Public Policy and Management Review, 11(1): 1 – 19.

5) Delima, A., Ashary, H. M., & Usman, O. (2019). Influence of Service Quality, Product Quality, Price, Brand Image, and Promotion to Consumer Satisfaction Affecting on Consumer Loyalty (Online Shop). Journal Economics, 1(1): 1-15. http://dx.doi.org/10.2139/ssrn.3308707

6) Dhisasmito, P. P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7): 2253-2271. https://doi.org/10.1108/BFJ-10-2019-0763

7) Ghozali, I. (2017). The Structural Equation Model of the Concept and Application of the AMOS Program 24. Semarang: Diponegoro University Publishing Agency.

8) Hadian, A., & Rahmat, M. (2019). The Influence of Retail Service Quality on Consumer Satisfaction at Supermarket Mart 212 in Medan City. Ecobisma Journal, 6(2): 129–136. https://doi.org/10.36987/ecobi.v6i2.12

9) Henseler, J., Ringle, C.M. and Sinkovics, R.R. (2009). The use of partial least squares path modeling in international marketing. Emerald Group Publishing Limited, Bingley, Vol. 20: 277-319. https://doi.org/10.1108/S1474-7979(2009)0000020014

10) Kartikasari, A., & Albari, A. (2019). The Influence of Product Quality, Service Quality and Price on Customer Satisfaction and Loyalty. Asian Journal of Entrepreneurship and Family Business, 3(1): 49-64. https://www.researchgate.net/publication/339796640

11) Kristantyo, A. W. (2021). The Effect of Service Quality on Customer Satisfaction and Customer Loyalty (Study on Users of the Nutrition Laboratory of Beef Cattle Research Station in Pasuruan). Bulletin of Management & Business (BMB), 1(2): 2–11.

12) Makarawung, K. F. A. (2020). Effect of Price, Service Quality on Consumer Loyalty at Burger King Mall Of Indonesia, North Jakarta. Kwik Kian Gie Institute of Business and Informatics, Jakarta.

13) Mulia, H. (2021). The Effect of Service Quality on Customer Loyalty in Small and Medium Enterprises in Garut Regency. Journal of Economics and Business, 8(1): 57-63. https://doi.org/10.34308/eqien.v8i1.165

14) Oliver, R. L., & DeSarbo, W. S. (1988). Response Determinants in Satisfaction Judgments. Journal of Consumer Research, 14(4): 495-507. https://www.jstor.org/stable/2489156

15) Santoso, J. (2019). Effect of Product Quality, Service Quality, and Price on Consumer Satisfaction and Loyalty. Journal of Accounting and Management, 16(1): 127 - 146.

16) Sasongko, S. R. (2021). Factors of Customer Satisfaction and Customer Loyalty (Marketing Management Literature Review). JIMT Journal of Applied Management Science, 3(1): 104– 114.

17) Sekaran, U., & Bougie, R. (2017). Research Methods for Business: A Skills-Building Approach. Edition 6, Book 2, Salemba Empat, South Jakarta.

18) Sugiyono. (2015). Quantitative Research Methods, Qualitative, and R&D. Bandung: ALPHABETA.

19) Utari, D. W. (2018). Comparison of New Student Satisfaction and Engagement with FTI UII Academic Administration Services. Thesis, Faculty of Industrial Technology, Indonesian Islamic University: 1-59.

20) Widyastuti, S., & Mu’afiah, A. (2015). Assessing The Effects Of Service Quality And Customer Delight Toward Customer Loyalty of Small Medium Entreprise Blenger Burger. Jurnal Ilmiah STIE MDP, 4(2): 62–73.

21) Woen, N. G., & Santoso, S. (2021). The Influence of Service Quality, Product Quality, Promotion, and Normal Prices on Consumer Satisfaction and Loyalty. Maksipreneur Journal:

22) Management, Cooperatives, and Entrepreneurship, 10(2): 146-163. DOI: http://dx.doi.org/10.30588/jmp.v10i2.712

VOLUME 06 ISSUE 03 MARCH 2023

There is an Open Access article, distributed under the term of the Creative Commons Attribution – Non Commercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting and building upon the work for non-commercial use, provided the original work is properly cited.