analisis pengaruh environment, food quality, dan price fairness terhadap customer satisfaction dan brand image untuk membentuk customer loyalty pada pelanggan street boba Tunjungan di Surabaya

Greceawati, Greceawati (2021) analisis pengaruh environment, food quality, dan price fairness terhadap customer satisfaction dan brand image untuk membentuk customer loyalty pada pelanggan street boba Tunjungan di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri makanan dan minuman merupakan salah satu sektor yang masih mengalami pertumbuhan yang positif meskipun pandemi Covid-19 sedang melanda diseluruh dunia. Dengan adanya hal ini banyak upaya yang dilakukan pemerintah untuk bisa mempertahankan industri ini. Seiring dengan berjalannya waktu beberapa tren dalam industri makanan dan minuman bermunculan, salah satu diantaranya yaitu bubble milk tea atau boba. Salah satu brand minuman boba yang terkenal di Indonesia yaitu Street boba yang merupakan produk dari Nikmat Group, dimana Street Boba telah memiliki 50 gerai yang tersebar di seluruh Indonesia. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh environment, food quality, dan price fairness terhadap brand image dan customer satisfaction untuk membentuk customer loyalty pada pelanggan Street Boba Tunjungan di Surabaya. Manfaat yang diharapkan penelitian ini adalah memberikan kontribusi pada pengembangan teori dan penelitian pemasaran,serta bermanfaat bagi Street Boba dalam menelaah pengaruh variabel environment, food quality, dan price fairness terhadap brand image dan customer satisfaction untuk membentuk customer loyalty. Penelitian ini merupakan penelitian dengan metode kuantitatif dengan pengolahan data menggunakan SPSS 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 107 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili di Surabaya, dan pernah melakukan pembelian dan mengkonsumsi di gerai Street Boba Tunjungan di Surabaya minimal dua kali dalam kurun waktu enam bulan terakhir. Hasil penelitian menunjukkan bahwa variabel yang memiliki pengaruh terbesar terhadap variabel Customer Loyalty adalah variabel Brand Image sebesar 0,458; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Customer Satisfaction sebesar 0,303; kemudian variabel yang memiliki pengaruh terbesar terhadap variabel Customer Satisfaction adalah variabel Brand Image sebesar 0,430; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Environment sebesar 0,400; terbesar ketiga variabel Price Fairness sebesar 0,093; dan terbesar keempat variabel Food Quality sebesar 0,019; kemudian variabel yang memiliki pengaruh terbesar terhadap variabel Brand Image adalah variabel Food Quality sebesar 0,565; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Price Fairness sebesar 0,221; dan terbesar ketiga variabel Environment sebesar 0,023. Kata kunci: Environment, Food Quality, Price Fairness / The food and beverage industry is one sector that is still experiencing positive growth even though the Covid-19 pandemic is sweeping across the world. With this, many efforts have been made by the government to maintain this industry. Over time, several trends in the food and beverage industry have emerged, one of which is bubble milk tea or boba. One of the famous boba drink brands in Indonesia is Street boba which is a product of the Nikmat Group, where Street Boba has 50 outlets spread throughout Indonesia. This study aims to determine how the influence of environment, food quality, and price fairness on brand image and customer satisfaction to form customer loyalty to the customers of Street Boba Tunjungan in Surabaya. The expected benefits of this research are to contribute to the development of marketing theory and research, as well as to be useful for Street Boba in examining the effect of environment variables, food quality, and price fairness on brand image and customer satisfaction to form customer loyalty. This research is a quantitative method with data processing using SPSS 22.0. Data was collected by distributing questionnaires to 107 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, and had made purchases and consumed at Street Boba outlets in Surabaya at least twice in the last six months. The results showed that the variables that had the greatest influence on the Customer Loyalty variable were the Brand Image variable of 0.458; the variable that has the second biggest influence is the Customer Satisfaction variable of 0.303;then the variable that has the greatest influence on the Customer Satisfaction variable is the Brand Image variable of 0.430; the variable that has the second largest influence is the Environment variable of 0.400; third largest variable is Price Fairness of 0.093; and the fourth largest variable is Food Quality of 0.019; then the variable that has the greatest influence on the Brand Image variable is the Food Quality variable of 0.565; the variable that has the second biggest influence is the Price Fairness variable of 0.221; and the third largest is the Environment variable of 0.023. Keyword: Environment, Food Quality, Price Fairness

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