Work

Pengaruh Variasi Menu Dan Harga Terhadap Loyalitas Pelanggan Gen’z Mie Gacoan Di Sidoarjo Dengan Keputusan Pembelian Sebagai Variabel Mediasi

Year: 2025

Type: article

Abstract: This study uses purchasing decisions as a mediator to test how price and menu variety affect Generation Z loyalty at Mie Gacoan Sidoarjo. Quantitative methods and explanatory analysis were used to collect data from 170 respondents through questionnaires. PLS-SEM analysis revealed that although menu changes have a large impact on the decision to purchase, they do not directly increase consumer loyalty. Meanwhile, price has a great influence on loyalty and purchase decisions. The results of this study emphasize how important menu innovation and aggressive pricing tactics are to increase consumer loyalty through wise purchases.

Source: JURNAL LENTERA BISNIS

DOI: 10.34127/jrlab.v14i2.1427

Authors: Briliantine Caesar Eka Wantoro, Ayu Lucy Larassaty, Achmad Zaki, Afifatus Sholikhah

Institution: Universitas Nahdlatul Ulama Sidoarjo

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4410213176

FWCI: 1.849

Cites:

Cited by: 1

Related to: 10