The Influence Of Service Quality And Sensory Marketing On Customer Loyalty (Survey of Consumers at Ceu Yayah Restaurant, Ciamis Branch)

This study aims to analyze the influence of service quality and sensory marketing on customer loyalty at the Ceu Yayah restaurant in Ciamis, both partially and simultaneously. The method used was a quantitative survey approach. The sample size was 100 respondents, determined using non-probability sampling techniques, including purposive and accidental sampling. Data collection was conducted through observation, interviews, literature review, documentation, and questionnaire distribution. Data analysis used validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, correlation coefficients, coefficients of determination, and hypothesis testing, including t-tests and F-tests. The results indicate that service quality and sensory marketing partially have a positive and significant influence on customer loyalty. Furthermore, both variables were also shown to have a positive and significant influence on customer loyalty simultaneously. Based on the coefficient of determination (R-square) analysis of 0.402, it is known that service quality and sensory marketing together explain 40.2% of the variation in customer loyalty.