Mie Gacoan has become one of Indonesia's most recognizable culinary brands, attracting large numbers of consumers through affordable pricing, spicy menu variations, modern restaurant concepts, and intensive social media promotion. The MERR branch in Surabaya, located near educational institutions and residential areas, is among the chain's busiest outlets. However, high visitor traffic does not automatically guarantee long-term loyalty.
Consumers today have many alternatives and can easily switch brands when their expectations are not met. Long queues, limited seating during peak hours, and rising competition in the fast-casual dining sector have created new challenges for restaurant operators. As a result, understanding what keeps customers returning has become a strategic priority for businesses across Indonesia's food and beverage industry.
To investigate these issues, the researchers surveyed 100 consumers who had visited Mie Gacoan MERR Surabaya within the previous three months. Respondents were selected using purposive sampling, ensuring that participants had dined at the outlet and had been exposed to Mie Gacoan's social media promotions. Data were collected through online questionnaires and analyzed using path analysis with SPSS statistical software.
The study examined three major factors influencing loyalty:
- Perceived value, or customers' assessment of whether the benefits received justify the money and effort spent.
- Store atmosphere, including restaurant layout, interior design, cleanliness, lighting, and comfort.
- Social media marketing, encompassing online interaction, promotional content, accessibility, and credibility across digital platforms.
Researchers also evaluated the role of consumer satisfaction as an intermediary factor connecting these variables with customer loyalty.
The findings revealed several important patterns.
First, perceived value significantly increased customer satisfaction and loyalty. Customers who believed they received excellent value for money were more likely to revisit the restaurant and recommend it to others. Statistical analysis showed that perceived value exerted the strongest direct influence on loyalty among all variables studied.
Second, store atmosphere also positively influenced both satisfaction and loyalty. Consumers appreciated the modern industrial design, spacious seating arrangements, and comfortable environment offered at the MERR outlet. These elements transformed the restaurant from merely a dining location into a social gathering space, particularly for younger consumers.
Third, social media marketing significantly affected customer satisfaction and loyalty. Mie Gacoan's active presence on platforms such as Instagram and TikTok helped maintain customer engagement, strengthen brand awareness, and encourage repeat visits. Effective digital communication also reduced information gaps by informing customers about promotions and new menu offerings.
The research further demonstrated that customer satisfaction acts as a critical bridge connecting all three factors to loyalty.
Key statistical results include:
- Perceived value significantly influenced consumer satisfaction (t = 5.347; p < 0.001).
- Store atmosphere significantly influenced consumer satisfaction (t = 4.523; p < 0.001).
- Social media marketing significantly influenced consumer satisfaction (t = 3.282; p = 0.001).
- Consumer satisfaction significantly influenced loyalty (t = 4.818; p < 0.001).
- The combined model explained 63 percent of variations in customer loyalty.
The mediation analysis showed that customer satisfaction strengthened the effects of perceived value, store atmosphere, and social media marketing on loyalty. In other words, attractive prices, appealing restaurant environments, and engaging social media campaigns only translate into long-term loyalty when customers ultimately leave the restaurant feeling satisfied.
According to the researchers from Universitas 17 Agustus 1945 Surabaya, perceived value represents "the most dominant factor in driving loyalty," yet customer satisfaction remains an indispensable prerequisite for maintaining consumer commitment amid growing competition. The authors emphasize that affordable prices alone are insufficient; businesses must also deliver experiences that meet or exceed customer expectations.
The implications extend beyond Mie Gacoan itself. For restaurant operators and food service businesses, the findings suggest that customer retention strategies should integrate economic value, experiential quality, and digital communication simultaneously.
Businesses may benefit by:
- Maintaining consistent product quality and service speed.
- Improving seating comfort and creating visually appealing spaces.
- Developing interactive social media content that fosters online communities.
- Placing customer satisfaction at the center of marketing and operational decisions.
For policymakers and business educators, the study contributes new evidence regarding consumer behavior in Indonesia's rapidly evolving culinary sector. It also highlights how digital marketing and physical customer experiences increasingly intersect in shaping consumer loyalty.
As competition intensifies in metropolitan food markets, companies capable of combining affordability, memorable experiences, and effective digital engagement are likely to gain a sustainable competitive advantage.
Author Profiles
Nuryani M. Karim is a researcher affiliated with the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, specializing in marketing and consumer behavior.
Novita Melliyana W. is an academic at the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, with research interests in marketing management and customer behavior.
Prof. Dr. Siti Mujanah is a senior academic and researcher at the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, whose expertise includes strategic management, marketing, and consumer studies.
Estik Hari Pratiwi is a lecturer and researcher at the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, focusing on business and marketing research.
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