PENGARUH VARIASI MENU DAN HARGA TERHADAP LOYALITAS PELANGGAN GEN’Z MIE GACOAN DI SIDOARJO DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI

Briliantine Caesar Eka Wantoro; Ayu Lucy Larassaty; Achmad Zaki; Afifatus Sholikhah

doi:10.34127/jrlab.v14i2.1427

Authors

Briliantine Caesar Eka Wantoro Universitas Nahdlatul Ulama Sidoarjo
Ayu Lucy Larassaty Universitas Nahdlatul Ulama Sidoarjo
Achmad Zaki Universitas Nahdlatul Ulama Sidoarjo
Afifatus Sholikhah Universitas Nahdlatul Ulama Sidoarjo

DOI:

https://doi.org/10.34127/jrlab.v14i2.1427

Keywords:

Price, Menu Variation, Purchase Decisions, Generation Z, Marketing Strategy

Abstract

This study uses purchasing decisions as a mediator to test how price and menu variety affect Generation Z loyalty at Mie Gacoan Sidoarjo. Quantitative methods and explanatory analysis were used to collect data from 170 respondents through questionnaires. PLS-SEM analysis revealed that although menu changes have a large impact on the decision to purchase, they do not directly increase consumer loyalty. Meanwhile, price has a great influence on loyalty and purchase decisions. The results of this study emphasize how important menu innovation and aggressive pricing tactics are to increase consumer loyalty through wise purchases.

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