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This study aims to measure the variables of food quality, service quality, atmospherics, other customers, and positive & negative emotions on customer loyalty. An empirical study was conducted by distributing a questionnaire to 150 respondents who are De Soematra 1910 Restaurant Surabaya customers. The results of the analysis using the Structural Equation Model (SEM) are positive. Meanwhile, other customers variable has a negative effect. Furthermore, positive and negative emotion variables have an effect on loyalty. Based on these findings, restaurant owners need to improve the quality of food and services such as fresh food events and present them in an interesting way. In addition, service enhancements should be delivered professionally and friendliness has a positive effect on customer satisfaction and loyalty.

Effect of food quality, service quality, atmospherics, other customers and emotions on loyalty at De Soematra 1910 Restaurant Surabaya