Fitriana, Budi Eko Soetjipto
This study analyzes the factors that influence customer loyalty at Mc Donald's in Semarang. The research objective was formulated in order to gather the answer on the groove that affects customer loyalty. This study involves the product quality, service quality and customer satisfaction as the antecedent variables and customer loyalty and incorporate variety seeking needs factor as factors that moderates the relationship between customer satisfaction and customer loyalty by using Moderated Structural Equation Model (MSEM). Data analysis was done through a computer program called as Amos 16.0 The research finding showed that the quality of products and service quality has a positive impact on customer satisfaction; customer satisfaction has positive influence on customer loyalty. Further research showed that variety seeking needs is proven to moderate the relationship between customer satisfaction to customer loyalty. Results of this study can be recommended as an input for management in terms on increasing customer loyalty.
Department of Management, Faculty of Economics, Universitas Negeri Malang, Indonesia
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