Analisis pengaruh food quality, price, location and environment, dan service quality terhadap customer satisfaction dan pada akhirnya customer loyalty pelanggan pizza hut cabang paal dua Manado

Dumais, Delano (2022) Analisis pengaruh food quality, price, location and environment, dan service quality terhadap customer satisfaction dan pada akhirnya customer loyalty pelanggan pizza hut cabang paal dua Manado. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan dunia food and beverage atau F&B di era modern ini bisa dibilang berada dalam tahap yang sangat menjanjikan dan sangat diminati oleh semua orang. Tidak berlebihan untuk mengatakan bahwa bisnis F&B adalah bisnis yang paling diminati, serta perkembangannya adalah yang tertinggi di dunia. Dengan meningkatnya bisnis F&B, maka sangat penting bagi perusahaan yang bergerak di industri F&B untuk meningkatkan dan mempertahankan loyalitas pelanggannya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari food, quality, price, location, and environment, dan service quality terhadap customer loyalty yang dipengaruhi oleh customer satisfaction. Manfaat dari penelitian ini adalah untuk menambah ilmu khususnya mengetahui seberapa besar pengaruh dari customer satisfaction sehingga dapat meningkatkan customer loyalty. Penelitian ini merupakan penelitian kausal, dengan menggunakan metode kuantitatif dan menggunakan bantuan program statistik SPSS 22.0. Pengumpulan data dilakukan dengan menyebarkan kuesioner dengan teknik snowball sampling kepada 120 responden dengan karakteristik responden 63 berjenis kelamin perempuan dan 57 berjenis kelamin laki-laki, berumur 18-60 tahun, berdomisili di Manado, dan pernah melakukan pembelian di Pizza Hut cabang Paal Dua Manado sebanyak 2 kali dalam 1 tahun terakhir. Hasil penelitian menunjukkan bahwa variabel customer satisfaction berpengaruh signifikan terhadap customer loyalty dengan nilai koefisien regresi sebesar 0,876; variabel food quality berpengaruh signifikan terhadap customer satisfaction dengan nilai koefisien regresi sebesar 0,259; variabel price tidak berpengaruh signifikan terhadap customer satisfaction tapi mendapatkan nilai koefisien regresi sebesar 0,113; variabel location and environment berpengaruh signifikan terhadap customer satisfaction dengan nilai koefisien regresi sebesar 0,285; dan variabel service quality berpengaruh signifikan terhadap customer satisfaction dengan nilai koefisien regresi sebesar 0,282. Kata kunci: food quality, price, location and environment, service quality, customer satisfaction, dan customer loyalty. / The development of the world food and beverage or F&B in this modern era is arguably in a very promising stage and is in great demand by everyone. It is no exaggeration to say that the F&B business is the most in-demand business, and its development is the highest in the world. With the increase in the F&B business, it is very important for companies engaged in the F&B industry to increase and maintain their customer loyalty. The purpose of this study was to determine the effect of food quality, price, location and environment, and service quality on customer loyalty which is influenced by customer satisfaction. The benefit of this research is to increase knowledge, especially knowing how much influence customer satisfaction has so that it can increase customer loyalty. This study is a causal research, using quantitative menthods and using the statistical program named SPSS 22.0. Data was collected by distributing questionnaires with snowball sampling technique to 120 respondents with the characteristics of respondents being 63 female and 57 male that aged 18-60 years old, domiciled in Manado, and have made a purchase at Pizza Hut cabang Paal Dua Manado branch as many as 2 times in the last 1 year. The result showed that the customer satisfaction variable had a significant effect on customer loyalty with a regression coefficient value of 0,876; the food quality variable has a significant effect on customer satisfaction with regression coefficient value of 0.259; the price variable has no significant effect customer satisfaction but gets a regression coefficient value of 0,113; location and environment variable have a significant effect on customer satisfaction with a regression coefficient value of 0,285; and the service quality variable has a significant effect on customer satisfaction with a regression coefficient value of 0,282. Keywords : food quality, price, location and environment, service quality, customer satisfaction, and customer loyalty.

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• Analisis Pengaruh Food Quality, Price, Location and Environment, dan Service Quality Terhadap Customer Satisfaction Dan Pada Akhirnya Customer Loyalty Pelanggan Pizza Hut Cabang Paal Dua Manado. (deposited 18 Nov 2022 06:59)
  • Analisis pengaruh food quality, price, location and environment, dan service quality terhadap customer satisfaction dan pada akhirnya customer loyalty pelanggan pizza hut cabang paal dua Manado. (deposited 16 Jan 2023 06:49) [Currently Displayed]

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