The Influence Of Sensory Marketing And Taste On Customer Loyalty With Satisfaction As A Mediating Variable In Contemporary Restaurant Businesses In Kendari City
Abstract
Sensory marketing, taste, satisfaction and loyalty are important factors in the development of a contemporary restaurant. By understanding the role of each of these factors, it can provide the right strategy in the development of contemporary restaurants in Kendari City. This study uses a quantitative approach using SEM PLS analysis tools with Smart PLS 4.0. This study was conducted using a survey method using a questionnaire on 150 customers spread across 10 contemporary restaurants in Kendari City. The results of the study indicate that: 1) Sensory marketing has a positive and significant effect on customer satisfaction; 2) Taste has a positive and significant effect on customer satisfaction; 3) Sensory marketing has a positive and insignificant effect on customer loyalty; 4) Taste has a positive but insignificant effect on customer loyalty; 5) Customer satisfaction has a positive and significant effect on loyalty; 6) Sensory marketing has a positive and significant effect on taste; 7) Taste has a positive and significant effect on sensory marketing; 8) Sensory marketing has a positive and significant effect on customer loyalty mediated by customer satisfaction; 9) Taste has a positive and significant effect on customer loyalty mediated by customer satisfaction.
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