THE INFLUENCE OF SERVICE QUALITY, FOOD QUALITY, AND PLACE IDENTITY ON CUSTOMER SATISFACTION AND ITS IMPACT ON VISITOR LOYALTY AT THE PIM FOOD COURT CULINARY DESTINATION IN NORTH ACEH REGENCY
Published:
2026-09-23Downloads
Abstract
This study aims to analyze the influence of service quality, food quality, and place identity on customer satisfaction and its impact on customer loyalty at the PIM Food Court Culinary Center in North Aceh Regency. This study used a quantitative approach with a survey method, where data was obtained by distributing questionnaires to customers who had visited the PIM Food Court. The data analysis technique used was Structural Equation Modeling (SEM) analysis with the assistance of Amos statistical software. The results showed that all proposed hypotheses were accepted. Service quality, food quality, and place identity significantly influenced customer satisfaction. Furthermore, customer satisfaction was proven to have a significant effect on customer loyalty. The significance value for each variable was less than 0.05, indicating a statistically strong effect. The study also found a mediating role for customer satisfaction in testing the indirect effect of service quality, food quality, and place identity on customer loyalty at the PIM Food Court Culinary Center. The implications of this study suggest that to increase customer loyalty, culinary center managers need to pay special attention to service quality, food product quality, and building a strong and distinctive place identity. This research also provides an empirical contribution to the development of customer satisfaction and loyalty theory in the context of local culinary centers.
Keywords:
service quality food quality place identity customer satisfaction customer loyaltyReferences
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