Customer Loyalty Analysis on Valuation of Price, Location, Facilities, and Service Standards with the Structural Equation Modeling Method - Partial Least Squares (SEM-PLS)

Abstract - The world of business and
industry, including the culinary industry, is
rapidly developing in this modern era.
Business owners have to compete in an
increasingly tight situation. Compared to
previous studies, this study is newer because
it uses more variables. This quantitative
study used 60 samples. SmartPLS software
version 3.0 is used to perform the analysis
with SEM. Outer model, inner model,
mediation, and hypothesis tests are carried
out. The results of the validity test show that
the data is valid. The filling factor value is
more than 0.7 and the AVE value is more
than 0.5. In contrast, reliability tests show
the reliability values of composites and
Cronbach's alpha, which are also greater
than 0.7 and are considered reliable. From
the hypothesis analysis carried out, it can be
concluded that; The consumer choice
variable has a significant positive impact on
customer loyalty, the facility and
infrastructure variable has a significant
positive impact on consumer choice, the
facility and infrastructure variable has a
significant positive impact on customer
loyalty, the business location variable has a
significant positive impact on consumer
choice, the business location variable harms
customer loyalty, the price assessment
variable has an impact negative on
consumer choice, the price assessment
variable has a significant positive impact on
customer loyalty, the service standard
variable has a significant negative impact on
customer choice and customer loyalty.
These results show the importance of paying
attention to these variables in business
strategy.
Keywords; Culinary Industry, SmartPLS,
Loyalty, Consumer