Analisis pengaruh food quality, service quality, price, convenience, atmosphere terhadap customer satisfaction dan repurchase intention pada pelanggan restoran Pizza Hut di Surabaya = Analysis of the effect of food quality, service quality, price, convenience, atmosphere on customer satisfaction and repurchase intention on Pizza Hut restaurant customers in Surabaya

Gunawan, Andreas (2020) Analisis pengaruh food quality, service quality, price, convenience, atmosphere terhadap customer satisfaction dan repurchase intention pada pelanggan restoran Pizza Hut di Surabaya = Analysis of the effect of food quality, service quality, price, convenience, atmosphere on customer satisfaction and repurchase intention on Pizza Hut restaurant customers in Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era globalisasi membuat hilangnya batasan antar negara, sehingga mempengaruhi berbagai macam hal mulai dari kepercayaan, budaya, hingga gaya hidup masyarakat. Sejak masuknya Era baru sebagai dunia yang tidak terbatas, industri restoran di dunia mengalami pertumbuhan yang sangat pesat. Pertumbuhan bisnis dalam Industri makanan dapat terlihat jelas dari tempat makan dan hotel yang semakin banyak berkembang di berbagai kota di Indonesia. Setiap restoran memiliki ciri khasnya masing-masing yang membuat pelanggan tertarik untuk datang dan makan di tempat tersebut. Restoran Pizza Hut – Surabaya adalah salah satu restoran keluarga yang mengikuti arus globalisasi untuk memenuhi tuntutan kebutuhan konsumsi masyarakat yang menginginkan makanan, layanan, dan tempat yang berkualitas. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh food quality, service quality, price, convenience, dan atmosphere terhadap repurchase intention melalui customer satisfaction. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan SPSS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 120 responden dengan karakteristik pria dan wanita berusia 18-60 tahun, dan pernah makan di Restoran Pizza Hut Surabaya yang berada di luar Mall dalam 6 bulan terakhir. Hasil penelitian ini menunjukkan bahwa variabel food quality tidak berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.070; variabel service quality berpengaruh tidak signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.162; variabel price berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.285; variabel convenience tidak berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.048; variabel atmosphere berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.381; variabel customer satisfaction berpengaruh signifikan terhadap repurchase intention dengan nilai koefisien regresi sebesar 0.842 / In the era of globalization, the boundaries between countries are lost, thus affecting various things ranging from beliefs, culture, to people's lifestyles. Since the entry of the New Era as a world that is not limited, the restaurant industry in the world has experienced very rapid growth. Business growth in the food industry can be seen clearly from the growing number of restaurants and hotels in various cities in Indonesia. Each restaurant has its own characteristics that make customers interested in coming and eating at the place. Pizza Hut Restaurant - Surabaya is a family restaurant that follows the flow of globalization to meet the demands of the consumption needs of people who want quality food, service and place. This study aims to determine how food quality, service quality, price, convenience, and atmosphere influence repurchase intention through customer satisfaction. This research is a causal research. The research method used is a quantitative method with data processing using SPSS. Data collection was carried out by distributing questionnaires to 120 respondents with the characteristics of men and women aged 18-60 years, and had eaten at the Pizza Hut Restaurant in Surabaya outside the Mall in the last 6 months. The results of this study indicate that the food quality variable has no significant effect on customer satisfaction with a regression coefficient of 0.070; service quality variable has no significant effect on customer satisfaction with a regression coefficient of 0.162; price variable has a significant effect on customer satisfaction with a regression coefficient of 0.285; convenience variable has no significant effect on customer satisfaction with a regression coefficient of 0.048; variable atmosphere has a significant effect on customer satisfaction with a regression coefficient of 0.381; The customer satisfaction variable has a significant effect on repurchase intention with a regression coefficient value of 0.842.

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