The influence of service quality, product quality, and customer satisfaction towards customer loyalty on Carl's Jr. in Surabaya

It has been well-known that customer loyalty have been the most important success factors of business competition. To reach customer loyalty, customer satisfaction is need to be reach first because high customer satisfaction can increased the customer loyalty. Customer satisfaction also known as the extent to which customers are satisfied with their purchased goods and services. Without satisfying customer, customer can't be loyal to the company/brand and may seek for the company/brand who provides better. Therefore, this study aims to analyze the influence of service quality, product quality, and customer satisfaction towards customer loyalty. This research is quantitative research that has five hypotheses to be tested. The number of respondent for this research takes 170 respondents, which is aged over 17, lived in Surabaya, and who already comes and eats in Carl's Jr. Surabaya. The object of research is Carl's Jr. in Surabaya. The data about respondent is collected using questionnaire distributed by researcher using non probability sampling with convenience sampling type. Based on the results of the research and discussion using Structural Equation Modelling (SEM) by Partial Least Square (PLS) software, the result of hypothesis testing is all variables have significant and positive influence. It concluded that service quality and product quality positively and significantly influence customer satisfaction, and customer satisfaction positively influence the customer loyalty.Also the indirect effect by service quality and product quality positively and significantly influence customer loyalty through customer satisfaction