STUDI TENTANG KUALITAS PELAYANAN, KEPUASAN DAN LOYALITAS KONSUMEN DI SAGAN RESTO YOGYAKARTA

Culinary business in Yogyakarta are many, not to mention in the suburbs. Culinary market in Yogyakarta is not just out of college or university students, but Yogyakarta is famous as a tourist town visited by many tourists from within and outside the country. Large market potential can be captured with good service quality so that we will get customer loyalty. This research was conducted by survey research that takes a sample from one population and using a questionnaire as the main data collection tool. This research was conducted in Sagan Resto, Colombo streets of Yogyakarta in 2010. The sampling technique used was non probability technique with convenience. Analysis of the data used include: correlation analysis, regression analysis, t test and F test (ANOVA). The results showed that: 1) there is no gap between the quality of service with customer satisfaction in Sagan Resto, 2) variable dimensions of service of quality jointly influence on customer satisfaction, customer satisfaction significantly associated with customer loyalty, 3) Differences in perceptions of quality dimensions service, customer satisfaction, and loyalty of consumers based on demographics of respondents. Demographic conditions are studied namely: the status of marriage (already / not yet married), age (