Abstract
This study aims to is to find factors affecting loyalty consumers fast food restaurant in Bengkulu City seen from approach extended marketing mix (7p). Variable latent used in this research was extended marketing mix , demografy , customer satisfaction and loyalty consumers. A method of the sample collection with accidental where the sample collection on coincidence and the method of analysis the data used was structural equation modelling (SEM). The method for data analysis was Structural Equation Modeling to examine the causal relationship between observed variables. This study uses two-stage method, where first phased measurement Confirmatory Factor Analysis (CFA) and the second stage measurement was Second Order Confirmatory Factor Analysis (CFA-2). From the Googness Of Fit (GOF) 1 a gauge that indicates match a less well, 5 size gof showing match quite good (marginal fit) and 10 size gof showing match the best good fit. So that it can be concluded that match a whole model is good. The final result of this study shows the variables that make up the extended marketing mix is product, price, place, physical evidence and process where this variable has a significant effect on loyalty both direct relationship and consumer satisfaction variable as Intervening variable. While the demographic variables have no significant effect on loyalty variable directly or indirect relationship with satisfaction as intervening variable. 
 
 Keywords: Loyalty, Extended Marketing Mix, SEM, CFA and GOF
Highlights
PENDAHULUAN Seiring dengan perkembangan zaman secara disadari dan tidak disadari telah banyak mengalami mempengaruhi kehidupan masyarakat
This study aims to is to find factors affecting loyalty consumers fast food restaurant in Bengkulu City seen from approach extended marketing mix (7p)
The final result of this study shows the variables that make up the extended marketing mix is product, price, place, physical evidence and process where this variable has a significant effect on loyalty both direct relationship and consumer satisfaction variable as Intervening variable
Summary
Dari tabel 7 diatas tidak semua konsumen mempunyai akses ke berbagai media. Pada konsumen restoran cepat saji XYZ di Kota Bengkulu dikelompokkan menjadi tiga media yaitu media internet, tevisi atau audio-visual dan media cetak. Konsumen yang tidak mempunyai akses ke media cetak sebanyak 37,25% hal ini dikarenakan banyaknya dari kalangan muda seperti pelajar dan mahasiswa yang kurang berminat untuk membaca media cetak dan lebih memilih media lain sperti televisi dan internet. Untuk lebih jelasnya bisa dilihat persentase tanggapan konsumen terhadap item-item pertanyaan dari indikator variabel produk makanan cepat saji di XYZ Kota Bengkulu pada tabel 8 berikut ini. Sumber : data primer diolah, 2017 Dari hasil tabel diatas dapat dilihat bahwa variabel promosi sudah cukup baik dimana dari jumalh konsumen yang telah menjawab setuju dan sangat setuju sudah lebih dari 50%. Dari hasil tabel diatas dapat dilihat bahwa variabel people sudah cukup baik dimana dari jumlah konsumen yang telah menjawab setuju dan sangat setuju sudah lebih dari 70%.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
