Pengaruh Kualitas Pelayanan dan Word of Mouth Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen di Rumah Makan Pecel Lele Monggo Mampir Tanjungpinang

Abstract

This study aims to analyze the influence of service quality and word of mouth (WOM) on consumer loyalty with consumer satisfaction as an intervening variable at the Pecel Lele Monggo Mampir Restaurant in Tanjungpinang. The phenomenon of intense local culinary competition in the capital city of the Riau Islands Province demands business actors to build a loyal customer base. This explanatory study with a quantitative approach used a sample of 96 respondents selected through a purposive sampling technique with the criteria of an infinite population of consumers who have visited at least twice. Data analysis was carried out using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method assisted by SmartPLS software version 4.0. The test results showed that service quality and word of mouth had a positive and significant effect on consumer satisfaction. Furthermore, service quality, word of mouth, and consumer satisfaction were proven to have a positive and significant direct effect on consumer loyalty. The mediation effect test confirmed that consumer satisfaction significantly mediated the influence of service quality and word of mouth on consumer loyalty partially (partial mediation). Restaurant managers are advised to improve the quality of tangibles and maintain consistent employee friendliness in order to maintain a competitive advantage.