ANTESEDEN ATTITUDINAL LOYALTY, COGNITIVE LOYALTY AND BEHAVIORAL LOYALTY ON CULINARY ENTERPRISES IN SURAKARTA

Abstract

The city of Solo is one of the cities in the country which famous with a variety of delicious food. The diversity of food is spread in various corners of Solo, which presents a rare and exotic flavor and distinct taste elsewhere. The are lots of culinary business in the city of Solo, but only a few which become the culinary icon in the city of Solo. Restaurants or food stalls that become an icon of this Solo city has been successful in running its business in a long time, this is because the business has a loyal customer. To create loyal customers is not easy, it takes effort or how to retain customers. The purpose of this study is to determine the factors that affect attitudinal loyalty, cognitive loyalty and behavioral loyalty at restaurants or food stalls that become the culinary icon of the city of Solo.

The populations in this study are consumers at restaurants or food stalls that become the icon of culinary city of Solo. Sampling method uses purposive sampling. Methods of data collection uses questionnaires and methods of data analysis uses Structural Equation Modeling. The dependent variable in this study are attitudinal loyalty, cognitive loyalty and behavioral loyalty. The mediation variables are customer satisfaction and the independent variables are service quality, image, location and product quality.

The results of this study indicate that the service quality, location and quality of products have a positive and significant impact on customer satisfaction. Satisfaction has positive and significant effect on attitudinal loyalty, cognitive loyalty and behavioral loyalty. Service quality has a positive and significant effect on attitudinal loyalty, but no significant effect on behavioral loyalty. Location and product quality have no significant effect on behavioral loyalty.