Abstract
Pujasera Melawai is one area in implementing the DKI Jakarta tourism office program. There are many traditional cuisine menus to choose from, one of which is Restaurant XYZ. This study determines the effect of the product, service quality, & customer satisfaction on customer loyalty in Restaurant XYZ. This study was based on quantitative methods with data collection using a questionnaire by accidental sampling and qualitative method by interviewing the owner of Restaurant XYZ. Quantitative data was taken by anyone who met the purchase requirements at least two times at Restaurant XYZ. The sample was 100 respondents that were analyzed by regression logistics. Based on the questionnaire result and interview with customers and key informants, the three indicators of product and service quality most influential to customer satisfaction and loyalty are response accuracy, product uniqueness, and employees' attention that makes customers happy and want to return restaurant. Based on the results, customer loyalty has a probability of 76.8 percent affected which product quality and customer satisfaction, service quality affects customer loyalty in Restaurant XYZ.
Highlights
The Creative Economy Agency is a non-Ministerial Government Institution that is under and responsible to the president through the minister in charge of government affairs in the tourism sector, with the highest leader called the head who is in charge of assisting the president in formulating, establishing, coordinating, and synchronization of creative economy policies in the field of culinary, one of which is the Creative Economy Agency (BEKRAF, 2019)
This study reveals the importance of developing spices that are used for restaurant seasoning and innovation in improving product quality and service quality to customer satisfaction and loyalty at Restaurant XYZ, as well as the hope of stakeholder synergy in the development of the culinary subsector ecosystem
This research aims first to know the effect of product quality, service quality, and customer satisfaction on customer loyalty in Restaurant XYZ
Summary
The Creative Economy Agency is a non-Ministerial Government Institution that is under and responsible to the president through the minister in charge of government affairs in the tourism sector, with the highest leader called the head who is in charge of assisting the president in formulating, establishing, coordinating, and synchronization of creative economy policies in the field of culinary, one of which is the Creative Economy Agency (BEKRAF, 2019). Culinary is one of the sub-sectors of the creative economy that needs to be developed. The export value of Indonesian processed spices and commodities/fresh spices experienced a positive trend with an average growth of 2.95 percent over the last five years. In 2020, the export value was recorded at 1.02 billion US dollars (KEMENPAREKRAF, 2021). Based on infographic data from Brawijaya University, UI Demographic Institute, BEKRAF (2019), all creative economic sub-sectors experienced negative growth. Especially for the culinary subsector, decreased by -389 percent is presented in figure 1
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