Pengaruh Word of Mouth, Price Discount dan Cita Rasa Terhadap Loyalitas Konsumen Pada Manda Catering Situbondo Dengan Kepuasan Konsumen Sebagai Variabel Intervening

VENY, MANDA CRISYANTI (2026) Pengaruh Word of Mouth, Price Discount dan Cita Rasa Terhadap Loyalitas Konsumen Pada Manda Catering Situbondo Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Other thesis, UNIVERSITAS ABDURACHMAN SALEH SITUBONDO.

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Abstract

INDONESIA Veny Manda Crisyanti, NIM 202313193, Pengaruh Word of mouth, Price discount dan Cita Rasa Terhadap Loyalitas konsumen Manda Catering Situbondo Dengan Kepuasan konsumen Sebagai Variabel Intervening. Pemasaran merupakan suatu aktivitas, serangkaian institusi dan proses menciptakan, mengkomunikasikan, menyampaikan, mempertukarkan suatu tawaran yang bernilai bagi konsumen, klien, mitra, dan masyarakat umum. Tujuan penelitian ini adalah menganalisis dan menguji Pengaruh Word of mouth, Price discount dan Cita Rasa Terhadap Loyalitas konsumen Manda Catering Situbondo Dengan Kepuasan konsumen Sebagai Variabel Intervening. Populasi dalam penelitian ini adalah konsumen Manda catering di Situbondo. Metode pengambilan sampel ditentukan dengan teknik random sampling. Analisis data dan pengujian hipotesis dalam penelitian ini menggunakan Structural Equation Model – Partial Least Square (PLS-SEM). Hasil uji hipotesis pengaruh langsung dengan menggunakan Smart PLS 3.0, Word of mouth berpengaruh positif namun tidak signifikan terhadap Kepuasan konsumen; Price discount berpengaruh positif namun tidak signifikan terhadap Kepuasan konsumen; Cita rasa berpengaruh signifikan positif terhadap Kepuasan konsumen; Word of mouth berpengaruh positif namun tidak signifikan terhadap Loyalitas konsumen; Price discount berpengaruh positif namun tidak signifikan terhadap Loyalitas konsumen; Cita rasa berpengaruh signifikan positif terhadap Loyalitas konsumen; Kepuasan konsumen berpengaruh signifikan positif terhadap Loyalitas konsumen. Kata Kunci : Word of mouth, Price discount, Cita rasa, Kepuasan konsumen, Loyalitas konsumen. ENGLISH Veny Manda Crisyanti, NIM: 202313193. The Influence of Word of Mouth, Price Discount, and Taste on Consumer Loyalty at Manda Catering Situbondo with Consumer Satisfaction as an Intervening Variable. Marketing is an activity, a series of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for consumers, clients, partners, and society as a whole. This study aims to analyze and examine the effect of word of mouth, price discount, and taste on consumer loyalty at Manda Catering Situbondo, with consumer satisfaction as an intervening variable. The population in this study consists of Manda Catering consumers in Situbondo. The sample was selected using random sampling techniques. Data analysis and hypothesis testing were conducted using the Structural Equation Modeling – Partial Least Squares (PLS-SEM) approach. The results of the direct effect hypothesis testing using SmartPLS 3.0 indicate that word of mouth has a positive but insignificant effect on consumer satisfaction, price discount also has a positive but insignificant effect on consumer satisfaction, and taste has a significant positive effect on consumer satisfaction. Furthermore, word of mouth and price discounts have a positive but not statistically significant effect on consumer loyalty, while taste has a statistically significant positive effect on consumer loyalty. Consumer satisfaction is found to have a significant positive effect on consumer loyalty. Keywords: Word of Mouth, Price Discount, Taste, Consumer Satisfaction, Consumer Loyalty.

Item Type:	Thesis (Other)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Veny Manda Crisyanti
Date Deposited:	30 Apr 2026 02:41
Last Modified:	30 Apr 2026 02:41
URI:	http://repository.unars.ac.id/id/eprint/4552

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