ENHANCING CONSUMER SATISFACTION AND LOYALTY AT THE WALKING DRUMS ANCOL: A STRATEGIC APPROACH

• Main Author: Indah Nabila, Yusalia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87249
• Institution: Institut Teknologi Bandung

This study investigates the factors influencing customer satisfaction and loyalty at the Walking Drums Ancol Restaurant and Cafe in Jakarta, Indonesia. Within the competitive Jakarta restaurant landscape, understanding customer preferences and driving loyalty are crucial for sustainable success. This research employs a quantitative approach, utilizing a questionnaire survey and Structural Equation Modeling (SEM) with Smart PLS to analyze the relationships between the dimensions of the 7P Marketing Mix service quality and customer satisfaction, and loyalty. The results demonstrate that all three dimensions of service quality significantly and positively influence customer satisfaction and loyalty. Based on these results, recommendations are provided for Walking Drums Ancol, including enhancing online presence through a mobile application, implementing a robust loyalty program, leveraging strategic partnerships, and addressing price competitiveness while maintaining quality standards. These strategies aim to strengthen the restaurant's competitive advantage and foster long-term customer relationships.