ENHANCING CUSTOMER LOYALTY THROUGH ROLE NEUROMARKETING, AND SUSTAINABLE FOOD CONSUMPTION BEHAVIOR: A STUDY OF RESTAURANT PRODUCTS
DOI:
https://doi.org/10.36085/jamekis.v8i2.7961Abstrak
Pertumbuhan industri perhotelan, termasuk restoran, selain berdampak positif bagi perekonomian, di sisi lain juga berdampak negatif bagi lingkungan. Penelitian ini bertujuan untuk mengkaji peran neuromarketing dalam memediasi pengaruh perilaku konsumsi berkelanjutan terhadap loyalitas konsumen. Penelitian ini diklasifikasikan sebagai penelitian penjelasan. Populasi dalam penelitian ini adalah konsumen restoran di hotel berbintang di Kota Jember. Penentuan sampel dilakukan dengan purposive sampling. Uji hipotesis menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak statistik SmartPLS. Hasil penelitian menunjukkan bahwa perilaku konsumsi berkelanjutan memiliki efek positif dan signifikan terhadap neuromarketing. Perilaku konsumsi berkelanjutan memiliki efek positif dan signifikan terhadap loyalitas konsumen. Dan, neuromarketing memiliki efek positif dan signifikan pada loyalitas konsumen.
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