PENGARUH KUALITAS LINGKUNGAN FISIK, KUALITAS MAKANAN, DAN KUALITAS PELAYANAN KARYAWAN TERHADAP LOYALITAS PELANGGAN (Studi Pada Pelanggan Restoran Lilin Kecil di Kota Soe )

Abstract

This study aims to determine customers’ perceptions of the physical environment, food quality, employee service quality, and customer loyalty, as well as to analyze the influence of each variable and their combined effect on customer loyalty at Lilin Kecil Restaurant in Soe City. The study sample consisted of 100 respondents. Data were collected through questionnaires, observations, and documentation, then analyzed using descriptive analysis, classical assumption tests, and multiple linear regression using SPSS. The results indicate that customers’ perceptions of the physical environment, food quality, employee service quality, and customer loyalty fall into the high category. Partially, the physical environment, food quality, and employee service quality significantly influence customer loyalty. Simultaneously, these three variables also significantly influence customer loyalty, contributing 65%, while the remaining 35% is influenced by other factors outside the scope of this study.