Analisi pengaruh food quality, price, location and environment, dan service quality terhadap customer satisfaction dan customer loyalty pada pelanggan subway di Surabaya

Kusuma, Sheryl (2022) Analisi pengaruh food quality, price, location and environment, dan service quality terhadap customer satisfaction dan customer loyalty pada pelanggan subway di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di zaman yang sudah modern ini, masyarakat dituntut untuk melakukan segala sesuatu nya dengan cepat. Oleh karena gaya hidup yang telah berubah tersebut, maka banyak masyarakat yang harus memikirkan jalan alternatif yang bisa membantu mereka mempersingkat waktu. Salah satu solusi dalam masalah makan adalah mengkonsumsi fast food. Fast food hanya membutuhkan waktu yang relatif singkat dalam penyiapan nya dan memiliki rasa yang enak serta harga yang terjangkau sehingga tidak jarang masyarakat memutuskan untuk mengkonsumsi fast food karena praktis. Di Indonesia sendiri juga sudah ada banyak brand fast food. Penelitian ini akan meneliti tentang apakah Food Quality, Price, Location and Environment, dan juga Service Quality memiliki pengaruh yang positif terhadap Customer Satisfaction dan Customer Loyalty pada pelanggan Subway di Surabaya. Subway menarik diteliti karena Subway merupakan brand fast food terbesar di dunia, dan juga merupakan satu-satu nya brand fast food yang memperdulikan kesehatan pelanggannya. Penelitian ini menggunakan metode kuantitatif dan juga menggunakan AMOS 22.0. Penelitian ini juga menggunakan kuesioner dengan media google form kepada 127 responden yang telah membeli dan mengkonsumsi produk Subway minimal 2 kali dalam 3 bulan terakhir. Responden adalah laki-laki atau wanita yang berdomisili di Surabaya dan berusia sekitar 18-60 tahun. Hasil penelitian menunjukkan bahwa variabel Food Quality tidak berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.007; variabel Price tidak berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.262; variabel Location and Environment berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.769; variabel Service Quality tidak berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.282; variabel Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.974. / In this modern era, people are required to do everything quickly. Because of the changed lifestyle, many people have to think of alternative ways that can help them shorten their time. One solution to the problem of eating is consuming fast food. Fast food only takes a relatively short time to prepare and has a good taste and affordable price, so it is not uncommon for people to decide to consume fast food because it is practical. In Indonesia, there are also many fast food brands. This study will examine whether Food Quality, Price, Location and Environment, as well as Service Quality have a positive influence on Customer Satisfaction and Customer Loyalty on Subway customers in Surabaya. Subway is interesting to study because Subway is the largest fast food brand in the world, and is also the only fast food brand that cares about the health of its customers. This study uses quantitative methods and also uses AMOS 22.0. This study also uses a questionnaire with google form media to 127 respondents who have purchased and consumed Subway products at least 2 times in the last 3 months. Respondents are men or women who live in Surabaya and are around 18-60 years old. The results showed that the Food Quality variable had no significant effect on Customer Satisfaction with a regression coefficient of 0.007; Price variable has no significant effect on Customer Satisfaction with a regression coefficient of 0.262; Location and Environment variables have a significant effect on Customer Satisfaction with a regression coefficient of 0.769; Service Quality variable has no significant effect on Customer Satisfaction with a regression coefficient of 0.282; Customer Satisfaction variable has a significant effect on Customer Loyalty with a regression coefficient of 0.974.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Kusuma, Sheryl02011190015sheryldominic93@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRonald, Ronald0720097804ronald.suryaputra@uph.edu
Thesis advisorAmelia, Amelia0715128701amelia.fe@uph.eduun
Uncontrolled Keywords: food quality; price; location and environment; service quality; customer satisfaction; customer loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor
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 5949 not found.
Date Deposited: 17 Jan 2023 01:49
Last Modified: 17 Jan 2023 01:49
URI: http://repository.uph.edu/id/eprint/52584

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