Analisis faktor-faktor yang mempoengaruhi customer satisfaction dan customer loyalty pada pelanggan Penyetan Pawon Cabe di Surabaya

Fuady, Alfado (2021) Analisis faktor-faktor yang mempoengaruhi customer satisfaction dan customer loyalty pada pelanggan Penyetan Pawon Cabe di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri kuliner yang berkembang membuat persaingan semakin ketat. Tren warga kota Surabaya yang konsumtif membuat sektor usaha makanan dan restoran menjadi tumbuh pesat tidak hanya di mall, melainkan juga sudah merata di berbagai wilayah di Surabaya. Salah satu rumah makan yang masih bertahan di tengah persaingan yang ketat adalah Penyetan Pawon Cabe Surabaya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari food quality, service quality, atmosphere, convenience, customer satisfaction terhadap customer loyalty. Manfaat dari penelitian ini adalah untuk menambah wawasan khususnya dalam bidang manajemen untuk mengetahui seberapa besar pengaruh dari customer satisfaction sehingga dapat meningkatkan customer loyalty. Penelitian ini merupakan penelitian yang bersifat kausal dengan menggunakan metode kuantitatif dan diolah dengan bantuan program statistik yaitu SPSS versi 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner menggunakan teknik snowball sampling kepada 185 responden dengan karakteristik responden yaitu berjenis kelamin pria maupun wanita, bertempat tinggal di Surabaya, berusia 18-60 tahun (Kotler dan Amstrong, 2009), membeli dan mengkonsumsi (dine in) di restoran Penyetan Pawon Cabe di Surabaya lebih dari dua kali dalam enam bulan terakhir. Hasil penelitian menunjukkan food quality berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.142; service quality berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.287; atmospherics berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.146; convenience berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.276; price berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.152; customer satisfaction berpengaruh signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0.641 / The growing culinary industry makes competition even tougher. The trend of consumptive Surabaya residents has made the food and restaurant business sector grow rapidly, not only in malls, but also in various areas in Surabaya. One restaurant that still survives in the midst of intense competition is Penyetan Pawon Cabe Surabaya. The purpose of this study was to determine the effect of food quality, service quality, atmosphere, convenience, customer satisfaction on customer loyalty. The benefit of this research is to add insight, especially in the field of management to find out how much influence customer satisfaction has so that it can increase customer loyalty. This research is a causal research using quantitative methods and processed with the help of a statistical program, namely SPSS version 22.0. Data was collected by distributing questionnaires using snowball sampling technique to 185 respondents with the characteristics of the respondents, namely male and female, living in Surabaya, aged 18-60 years (Kotler and Armstrong, 2009), buying and consuming (dine in) at restaurants Pawon Cabe penyetan in Surabaya more than twice in the last six months. The results showed that food quality had a significant effect on customer satisfaction with a regression coefficient of 0.142; service quality has a significant effect on customer satisfaction with a regression coefficient of 0.287; atmospherics has a significant effect on customer satisfaction with a regression coefficient of 0.146; convenience has a significant effect on customer satisfaction with a regression coefficient of 0.276; price has a significant effect on customer satisfaction with a regression coefficient of 0.152; customer satisfaction has a significant effect on customer loyalty with a regression coefficient of 0.641.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Fuady, Alfado02011180096alfadoriizza15@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorDr. Ronald, S.T., M.M., CSMA, CDM, PMA, Dr. Ronald, S.T., M.M., CSMA, CDM, PMA0715128701UNSPECIFIED
Thesis advisorDr. Amelia, S.E., RFP-I, M.M., CSMA, CDM, Dr. Amelia, S.E., RFP-I, M.M., CSMA, CDM072000097804UNSPECIFIED
Uncontrolled Keywords: food quality; service quality; atmosphere; convenience; price; customer satisfaction; customer loyalty; Penyetan Pawon Cabe
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 5521 not found.
Date Deposited: 03 Dec 2021 06:55
Last Modified: 01 Mar 2022 06:42
URI: http://repository.uph.edu/id/eprint/43042

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