Enhancing Customer Loyalty among Small-Scale Indonesian Food Enterprises in Surabaya through Service Quality, Marketing Mix, and Customer Satisfaction

Abstract

This study aims to enhance customer loyalty among small-scale Indonesian food enterprises (SIFE) in Surabaya by examining the factors of service quality, marketing mix, and customer satisfaction. The research involved a total of 460 respondents affiliated with 50 small-scale Indonesian food enterprises in Surabaya. The respondents were required to be at least 17 years old, and the enterprises were expected to specialize in selling Indonesian food within the price range of IDR 8000 to IDR 25,000. The data was analyzed using two methods: factor analysis and structural equation modeling employing GeSCA. The findings indicate that both service quality and marketing mix exert significant influence on customer satisfaction. Furthermore, service quality directly and significantly impacts customer loyalty, whereas the direct influence of marketing mix on customer loyalty is not statistically significant. Notably, customer satisfaction significantly affects customer loyalty, acting as a mediator that links the variables of service quality, marketing mix, and customer loyalty within SIFE.