Analisis pengaruh service quality, social enjoyment, cleanness, aesthetics, cost terhadap customer satisfaction dan customer loyalty pelanggan Grind and Pull di kota Makassar

Synarso, Christoper Steven (2022) Analisis pengaruh service quality, social enjoyment, cleanness, aesthetics, cost terhadap customer satisfaction dan customer loyalty pelanggan Grind and Pull di kota Makassar. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan industri makanan dan minuman masih menjadi salah satu penggerak perekonomian di Indonesia. Tahun 2022, industri makanan dan minuman diperkirakan akan berkembang sebesar 5-7%. sektor industri ini merupakansektor yang sangat potensial untuk terus dipacu karena juga memberikan kontribusisignifikan bagi perekonomian negara sehingga dapat membuat negara bertahan dan stabil dalam membangun perekenomian di Indonesia. Dapat dikatakan bahwa Cafe Grind and Pull Makassar juga telah ikut berperan membangun perekonomian di Indonesia. Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh service quality, cleanness, aesthetics, cost, social enjoyment dan customer satisfaction terhadap customer loyalty. Manfaat yang diharapkan dari penelitian ini adalah menambah ilmu pengetahuan dalam bidang manajemen khususnya seberapa besar pengaruh dari customer satisfaction hingga dapat meningkatkan customer loyalty yang pada akhirnya akan meningkatkan pelanggan Cafe Grind and Pull Makassar. Penelitian ini menggunakan penelitian kausal. Metode di penelitian ini yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan software SPSS. Pada pengumpulan data dilakukannya dengan cara menyebarkan kuesioner dengan jumlah 125 responden dengan karakteristik responden laki-laki dan perempuan yang berumur 18-60 tahun, yang berdomisili Makassar, pernah mengkonsumsi makanan dan minuman Cafe Grind and Pull Makassar secara langsung (dine in) minimal dua kali dalam satu tahun terakhir, serta membeli dan mencoba makanan seafood selain Cafe Grind and Pull Makassar lainnya dalam tiga bulan terakhir. Hasil penelitian menunjukkan bahwa variabel service quality tidak berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0,143; variabel cleanness berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi 0,215; variabel aesthetics berpengaruh signifikan terhadap customer satisfaction dengan regresi 0,178; variabel cost berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0,190; variabel social enjoyment tidak berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0,150. / The development of the food and beverage industry is still one of the driversof the economy in Indonesia. By 2022, the food and beverage industry is expected to grow by 5-7%. This industrial sector is a sector that has the potential to be continuously stimulated because it also contributes significantly to the country's economy so that it can make the country survive and be stable in developing the economy in Indonesia. It can be said that Cafe Grind and Pull Makassar has also played a role in building the economy in Indonesia. This study aims to determine how the influence of service quality, cleanness,aesthetics, cost, social enjoyment and customer satisfaction on customer loyalty. The expected benefit from this research is to increase knowledge in the field of management, especially how much influence customer satisfaction has so that it canincrease customer loyalty which in turn will increase customers of Cafe Grind and Pull Makassar. This research uses causal research. The method in this study used is a quantitative method with data processing using SPSS software. Data collection wascarried out by distributing questionnaires with a total of 125 respondents with the characteristics of male and female respondents aged 18-60 years, living in Makassar, having consumed food and drinks at Cafe Grind and Pull Makassar directly (dine in) at least twice. in the past year, as well as buying and trying seafooddishes other than Cafe Grind and Pull Makassar in the last three months. The results showed that the service quality variable had no significant effecton customer satisfaction with a regression coefficient of 0.143; Cleanness variable has a significant effect on customer satisfaction with a regression coefficient of 0.215; aesthetics variable has a significant effect on customer satisfaction with a regression of 0.178; the cost variable has a significant effect on customer satisfaction with a regression coefficient of 0.190; social enjoyment variable has nosignificant effect on customer satisfaction with a regression coefficient of 0.150.

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