Konsistensi Kualitas dan Persepsi Harga sebagai Pendorong Loyalitas Pelanggan: Peran Kepuasan Pelanggan di Sushi Maru Indonesia

Lisatania Ali; Elfrida Viesta Napitupulu

doi:10.37479/jeej.v8i4.40400

Konsistensi Kualitas dan Persepsi Harga sebagai Pendorong Loyalitas Pelanggan: Peran Kepuasan Pelanggan di Sushi Maru Indonesia

Lisatania Ali, Elfrida Viesta Napitupulu

Abstract

The competitive growth of the restaurant industry in Indonesia requires premium restaurant businesses to understand how quality consistency and price perception shape customer loyalty. This study aims to examine the direct effects of quality consistency and price perception on customer satisfaction and customer loyalty, as well as the mediating role of customer satisfaction at Sushi Maru Indonesia. This research employs a quantitative approach with a cross-sectional survey design involving 90 customers selected through purposive sampling. Respondents met the criteria of having made at least two purchases and consumed Sushi Maru products within the past six months. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Quality consistency has a positive effect on customer loyalty (standardized coefficient = 0.585; probability < 0.001) and customer satisfaction (standardized coefficient = 0.354; probability = 0.008). Price perception also has a positive effect on loyalty (standardized coefficient = 0.266; probability < 0.001) and satisfaction (standardized coefficient = 0.361; probability = 0.008). Customer satisfaction shows a positive relationship with loyalty (standardized coefficient = 0.142; probability = 0.031); however, this result should be interpreted cautiously because the reported t-statistic does not meet the established two-tailed threshold. The indirect effects of quality consistency and price perception through satisfaction are not significant. The research model explains 83.3% of the variance in satisfaction and 45.7% of the variance in loyalty. These findings indicate that consistent quality and favorable price perception primarily shape loyalty through direct pathways and provide practical implications for premium Japanese restaurants in building sustainable customer relationships.

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DOI: https://doi.org/10.37479/jeej.v8i4.40400