Mezafrie, Hilda Michelle (2025) Pengaruh Lokasi dan Persepsi Harga terhadap Loyalitas Pelanggan Dapur Bu Hepy Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the influence of location and price perception on customer loyalty at UMKM Dapur Bu Hepy Surabaya, a culinary business operating for about ten years in the Gunung Anyar area. MSMEs play a vital role in supporting national economic growth, particularly in the food and beverage sector, where competition is increasingly intense. Understanding the factors that drive customer loyalty is therefore essential for business sustainability. Using a quantitative approach, data were collected through questionnaires from 96 customers and analyzed with Structural Equation Modeling (SEM) using Partial Least Squares (PLS). The results show that both location and price perception have a positive and significant impact on customer loyalty. The most influential indicators are “competition” in the location variable and “price competitiveness” in the price perception variable. The study suggests that Dapur Bu Hepy should continue to monitor external competition and maintain competitive pricing, as these strategies strengthen customer loyalty. The findings may also provide useful insights for other MSMEs in developing sustainable business strategies.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Hilda Michelle Mezafrie | ||||||||
| Date Deposited: | 11 Sep 2025 04:54 | ||||||||
| Last Modified: | 11 Sep 2025 04:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42464 |
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