PENGARUH PERCEIVED SERVICE QUALITY, PERCEIVED VALUE DAN USER ENGAGEMENT TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER EXPERIENCE SEBAGAI VARIABEL INTERVENING (Studi pada Pelanggan Restoran Cepat Saji MCDonalds di Semarang, Jawa Tengah)

Abstract

ABSTRACT This study aims to determine and analyze the effect of perceived service quality, perceived value, and user engagement in McDonald's fast-food restaurants in Semarang concerning customer loyalty trough customer experience as an intervening variable. This research conducted on consumers who have purchased McDonald's products and domiciled in Semarang. A total of 136 respondents were used as samples in this research. Data collection was conducted through a questionnaire using purposive sampling method, and analysis was performed using Structural Equation Modeling (SEM) through AMOS 25. The results showed indicate that perceived service quality has a positive but insignificant influence on customer experience, perceived value has a positive but insignificant influence on customer experience, perceived value has a positive and significant influence on user engagement, customer experience has a negative but insignificant influence on user engagement, user engagement has a positive and significant influence on customer loyalty, and customer experience has a positive and significant influence on customer loyalty