Analisis pengaruh prooduct perceived quality, service, environment dan assortment terhadap loyalitas pelanggan melalui kepuasan pada pelanggan depot Bu Rudy cabang Dharmahusada Di Surabaya

Meinanda, Dhianita Layla (2020) Analisis pengaruh prooduct perceived quality, service, environment dan assortment terhadap loyalitas pelanggan melalui kepuasan pada pelanggan depot Bu Rudy cabang Dharmahusada Di Surabaya. Bachelor thesis, Universita Pelita Harapan.

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Abstract

Perkembangan bisnis kuliner di Indonesia mulai marak ramai tahun 1970-an dengan banyak bermunculannya restoran-restoran yang begitu pesat menjadi sebuah peluang bagi perusahaan untuk mengembangkan bisnisnya. Salah satu nya dengan hadirnya restoran yang paling terkenal khususnya di daerah Surabaya adalah Depot Bu Rudy cabang Dharmahusada, dimana restoran ini adalah salah satu restoran legendaris di Surabaya yang terkenal dari sambalnya yang khas. Kehadiran restoran tersebut menjawab keinginan dan kebutuhan akan makanan yang memiliki cita rasa enak dan memiliki ciri khas tersendiri. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Product Perceived Quality, Service, Environment, Assortment terhadap Loyalty melalui Satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh satisfaction sehingga meningkatkan loyalty yang pada akhirnya akan meningkatkan pembelian aktual dari Depot Bu Rudy cabang Dharmahusada di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 130 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, yang berkunjung dan makan di Depot Bu Rudy minimal 2 kali dalam setahun. Hasil penelitian menunjukkan bahwa Product Perceived Quality dengan koefisien regresi sebesar 0.426 secara positif dan signifikan mempengaruhi satisfaction; Service dengan koefisien regresi sebesar 0.242 secara positif dan signifikan mempengaruhi Satisfaction, Environment dengan koefisien regresi sebesar 0.136 secara positif dan signifikan mempengaruhi Satisfaction. Assortment, dengan koefisien regresi sebesar 0.748 secara positif dan signifikan mempengaruhi Satisfaction, dan Satisfaction dengan koefisien regresi sebesar 0.633 secara positif dan signifikan mempengaruhi loyalty / The development of the culinary business in Indonesia began to bloom in the 1970s with the emergence of many restaurants which became an opportunity for companies to develop their business. One of them with the presence of the most famous restaurant, especially in the Surabaya area, is Depot Bu Rudy Dharmahusada branch, where this restaurant is one of the legendary restaurants in Surabaya which is famous for its distinctive sauce. The presence of this restaurant answers the desire and need for food that tastes good and has its own characteristics. This study aims to determine how the influence of Product Perceived Quality, Service, Environment, Assortment on Loyalty through Satisfaction. The expected benefit from this research is to increase knowledge in the field of management, especially how much influence satisfaction will have, thereby increasing loyalty, which in turn will increase actual purchases from Depot Bu Rudy, Dharmahusada branch in Surabaya. This research is a causal research. The research method used is a quantitative method with data processing using AMOS. Data collection was carried out by distributing questionnaires to 130 respondents with the characteristics of male and female respondents aged 18-65 years, who visit and eat at the Depot Bu Rudy at least 2 times a year. The results showed that Produtc Perceived Quality with a regression coefficient of 0.426 positively and significantly affects satisfaction; Service with a regression coefficient of 0.242 positively and significantly affects Satisfaction, Environment with a regression coefficient of 0.136 positively and significantly affects Satisfaction. Assortment, with a regression coefficient of 0.748 positively and significantly affects Satisfaction, and Satisfaction with a regression coefficient of 0.633 positively and significantly affects loyalty

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Meinanda, Dhianita LaylaNIM02011170054dhianitalayla99@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRonald, RonaldNIDN0720097804Ronald.Suryaputra@uph.edu
Thesis advisorSondakh, OliandesNIDN0722128002Oliandes.Sondakh@uph.edu
Uncontrolled Keywords: product perceived quality; service; environment; assortment; satisfaction; loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management
Current > Faculty/School - UPH Surabaya > Business School > Management
Depositing User: Users 4782 not found.
Date Deposited: 04 Nov 2020 02:47
Last Modified: 01 Mar 2021 02:44
URI: http://repository.uph.edu/id/eprint/11550

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