Analisis faktor-faktor yang mempengaruhi behavioral intention dan customer satisfaction pada pelanggan Pizza Hut di Surabaya

Tedja, Rafles (2021) Analisis faktor-faktor yang mempengaruhi behavioral intention dan customer satisfaction pada pelanggan Pizza Hut di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan dari industri makanan di Indonesia kian meningkat setiap tahunnya. Hal ini juga turut memberikan dampak dimana persaingan dalam industri makanan menjadi semakin ketat setiap tahunnya. Dengan meningkatnya persaingan ini maka perusahaan yang bergerak dalam industri makanan haruslah menjaga serta mempertahankan loyalitas pelanggan baik bagi para pelanggan baru maupun pelanggan lama. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Service Quality, Food Quality, Perceived Value, Customer Satisfaction, terhadap Behavioral Intentions. Manfaat dari penelitian ini adalah untuk menambah wawasan khususnya untuk mengetahui seberapa besar pengaruh dari Customer satisfaction sehingga dapat meningkatkan Behavioral Intentions. Penelitian ini merupakan penelitian yang bersifat kausal dengan menggunakan metode kuantitatif dan diolah dengan bantuan program statistik yaitu AMOS versi 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner menggunakan teknik snowball sampling kepada 155 responden dengan karakteristik responden yaitu berjenis kelamin baik pria maupun wanita, bertempat tinggal di Surabaya, berusia 18-60 tahun (Kotler dan Amstrong, 2009), dan pernah membeli produk Pizza Hut minimal dua kali dalam dua tahun terakhir / This research is a causal research using quantitative methods and processed with the help of a statistical program, namely AMOS version 22.0. Data was collected by distributing questionnaires using snowball sampling technique to 155 respondents with the characteristics of respondents, namely both male and female, residing in Surabaya, aged 18-60 years (Kotler and Armstrong, 2009), and had purchased Pizza Hut products at least two times. times in the last two years The development of the food industry in Indonesia is increasing every year. This also has an impact where competition in the food industry is getting tougher every year. With this increasing competition, companies engaged in the food industry must maintain and maintain customer loyalty both for new customers and old customers. The purpose of this study was to determine the effect of Service Quality, Food Quality, Perceived Value, Customer Satisfaction, on Behavioral Intentions. The benefit of this research is to add insight, especially to find out how much influence customer satisfaction has so that it can increase Behavioral Intentions.

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