Pengaruh kualitas layanan, suasana tempat, kewajaran harga, dan kualitas makanan terhadap loyalitas konsumen restoran union Jakarta = The Effect of Quality of Service, Attempt Of Place, Reasonable Price and Food Quality on Consumer Loyalty of Jakarta Western Union Restaurant

Setiawan, Shannen Juliet (2021) Pengaruh kualitas layanan, suasana tempat, kewajaran harga, dan kualitas makanan terhadap loyalitas konsumen restoran union Jakarta = The Effect of Quality of Service, Attempt Of Place, Reasonable Price and Food Quality on Consumer Loyalty of Jakarta Western Union Restaurant. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Objek penelitian ini adalah restoran Union, yang merupakan salah satu restoran western yang ada di Jakarta. Menurunnya pendapatan yang disebabkan oleh pandemi dan semakin tigginya kompetisi antar restoran merupakan fenomena yang akan diambil pada penelitian ini. Subjek penelitian ini adalah seluruh konsumen yang telah mengunjungi dan melakukan transaksi di restoran Union Jakarta dalam bukan November. Tujuan penelitian ini adalah menguji pengaruh positif kualitas layanan, suasana tempat, kewajaran harga, dan kualitas makanan terhadap loyalitas konsumen restoran Union Jakarta. Penelitian ini menggunakan teknik non-probability purposive sampling untuk mengambil sampel penelitian, dengan menggunakan kuisioner elektrik dan berhasil terkumpul 400 responden. Penelitian ini mengggunakan metode Partial Least Square – Structural Equation Modelling (PLS-SEM) dengan aplikasi SmartPLS 3.0. Penelitian ini mendapatkan hasil bahwa kualitas layanan, kewajaran harga, dan kualitas makanan berpengaruh terhadap kepuasan konsumen, sedangkan suasana tempat tidak berpengaruh kepada kepuasan konsumen dan variabel kepuasan konsumen berpengaruh signifikan terhadap loyalitas konsumen. Terdapat implikasi manajerial penelitian ini yang ditujukan untuk restoran Union Jakarta untuk meningkatkan aspek kualitas layanan, kewajaran harga, dan kualitas makanan. Serta mempertahankan aspek suasana tempat untuk menciptakan kepuasan konsumen yang kedepannya diharapkan terciptanya loyalitas. / The object of this research is the Union restaurant, which is one of the western restaurants in Jakarta. The decrease in income caused by the pandemic and the increase in competition between restaurants are phenomena that will be taken up in this study. The subjects of this research are all consumers who have visited and made transactions at the Union Jakarta restaurant in November. The purpose of this study was to examine the effect of positive service quality, atmosphere of the place, teaching prices, and food quality on customer loyalty at Union Jakarta restaurant. This study used a non-probability purposive sampling technique to take research samples using an electric questionnaire and managed to collect 400 respondents. This research uses Partial Least Square – Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0 application. This study found that the quality of service, price fairness, and food quality had an effect on consumer satisfaction, while the atmosphere of the place had no effect on consumer satisfaction and consumer satisfaction, had a significant effect on consumer loyalty. There are managerial features in this study aimed at Union Jakarta restaurants to improve aspects of service quality, price, and food quality. As well as maintaining the aspect of the atmosphere that is expected to create customer satisfaction which in the future will create loyalty.

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