The antecedence of customer loyalty in traditional restaurants in East Java, Indonesia

This study aims at investigating the effect of product quality and service quality on customer loyalty through customer satisfaction. Data collection was conducted through purposive sampling of consumers to traditional restaurants in East Java. The research found that product quality and service quality has significant effect on customer satisfaction. Customer satisfaction has a significant effect on brand loyalty. Customer satisfaction acts as a mediator between exogenous variables to consumer loyalty. The results indicate that exogenous variables significantly influencing on brand loyalty are product quality and service qualit