Analisa pengaruh quality of product, brand image, dan quality of service terhadap loyalty melalui customer trust pada pelanggan Igor’s Pastry di Surabaya

Santoso, Steven (2021) Analisa pengaruh quality of product, brand image, dan quality of service terhadap loyalty melalui customer trust pada pelanggan Igor’s Pastry di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Pada jaman sekarang ini setiap orang mencari cara mudah dan cepat ketika melakukan sesuatu. Masyarakat sekarang yang mementingkan efisiensi waktu selalu mencari opsi lainnya untuk melakukan sesuatu dengan lebih simple seperti contohnya mengganti konsumsi nasi dengan roti. Selain mengkonsumsi roti yang bisa lebih menghemat waktu dan juga tetap mengenyangkan, konsumsi roti juga kadang menjadi pilihan bagi orang yang mungkin ingin makan sedikit dan berdiet. Oleh karena itu, konsumsi roti menjadi kebiasaan baru bagi masyarakat baik dari kalangan bawah, menengah, atas atau juga dari anak-anak, remaja, hingga dewasa. Igor’s Pastry yang merupakan bakery yang besar dan telah lama berdiri di Surabaya ini harus mengeluarkan inovasi dan ide kreatif agar dapat menambahkan dan mempertahankan konsumen yang loyal di Igor’s Pastry khususnya Igor’s Pastry di jalan Biliton. Tujuan dari diadakannya penelitian ini adalah untuk mengevaluasi dan menganalisis pengaruh quality of product, brand image, dan quality of service terhadap loyalty melalui customer trust pada pelanggan Igor’s Pastry Biliton Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Model (SEM) dan software AMOS 22.0. Pengolahan data dalam penelitian ini dilakukan dengan mengumpulkan kuesioner sebanyak 100 responden, dengan karakteristik responden adalah pria dan wanita, konsumen dari Igor’s Pastry Biliton Surabaya yang berdomisili di Surabaya, berusia 18-60 tahun, sudah pernah mengunjungi Igor’s Pastry di Surabaya dalam kurun waktu satu kali dalam satu tahun terakhir, dan pernah membeli produk roti dari Igor’s Pastry Biliton Surabaya. Hasil penelitian menunjukkan bahwa variabel quality of product berpengaruh positif signifikan terhadap customer trust dengan perolehan nilai koefisien regresi sebesar 0.361, variabel brand image berpengaruh positif signifikan terhadap customer trust dengan perolehan nilai koefisien regresi sebesar 0.464, variabel quality of service berpengaruh positif signifikan terhadap customer trust dengan perolehan nilai koefisien regresi sebesar 0.360, variabel quality of product berpengaruh positif signifikan terhadap loyalty dengan nilai perolehan koefisien regresi sebesar 0.361, variabel brand image berpengaruh positif signifikan terhadap loyalty dengan perolehan nilai koefisien regresi sebesar 0.319, variabel quality of service berpengaruh positif signifikan terhadap loyalty dengan perolehan nilai koefisien regresi sebesar 0.274, dan variabel customer trust berpengaruh positif signifikan terhadap loyalty dengan perolehan nilai koefisien regresi sebesar 0.366./ This day everyone is looking for an easy and fast way to do something. Today's society who prioritizes time’s efficiency is always looking for other options to do something simpler, such as replacing rice consumption with bread. In addition to consuming bread which saves more time and is also filling, bread consumption is also sometimes an option for people who may want to eat less and is on diet. Therefore, the consumption of bread has become a new habit for people from the lower, middle, upper classes or also from children, teenagers, to adults. Igor's Pastry, which is a large and long-established bakery in Surabaya, must issue innovations and creative ideas in order to add and retain loyal customers in Igor's Pastry, especially Igor's Pastry on Jalan Biliton. The purpose of this research is to evaluate and analyze the effect of quality of product, brand image, and quality of service on loyalty through customer trust in Igor's Pastry Biliton Surabaya customers. This research uses a quantitative approach with Structural Equation Model (SEM) analysis techniques and AMOS 22.0 software. Data processing in this study was conducted using a questionnaire as many as 100 respondents, with the characteristics of the respondents being male and female, customers of the Igor’s Pastry Biliton in Surabaya who are domiciled in Surabaya, aged 18-60 years, have visited Igor’s Pastry Biliton in Surabaya. in the past one year, and have bought bakery product at the Igor’s Pastry Biliton in Surabaya. The results showed that quality of product had a positive significant effect on customer trust with a regression coefficient of 0.361, brand image had a positive significant effect on customer trust with a regression coefficient of 0.464, quality of service had a positive significant effect on customer trust with a regression coefficient of 0.360, quality of product had a positive significant effect on loyalty with a regression coefficient of 0.361, brand image had a positive significant effect on loyalty with a regression coefficient of 0.319, quality of service had a positive significant effect on loyalty with a regression coefficient 0.274, and customer trust had a positive significant effect on loyalty with a regression coefficient of 0.366.

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