Dharma Karya, Jocelyn and Angelia, Sylvi (2023) Pengaruh kualitas produk dan suasana restoran terhadap loyalitas konsumen pada cafe dan restoran Local Pantry di kota Pekanbaru. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan penelitian ini adalah untuk menganalisis apakah terdapat pengaruh positif dari kualitas produk dan suasana restoran terhadap loyalitas konsumen di Local Pantry. Local Pantry bediri pada tahun 2013 dan berlokasi di jalan Riau, pada Komplek Riau Business Center No 11,12,12A. Local Pantry merupakan salah satu restoran yang mampu bertahan sampai sekarang semenjak covid-19. Karakteristik dari sebuah produk berkaitan dengan kemampuaanya untuk memuaskan pelanggan, sedangkan suasana restoran merupakan komponen penting dalam perilaku konsumen. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Riset penelitian ini menggunakan riset deskriptif. Metode survey pada penelitian ini menggunakan kuesioner dengan program yang tersedia yaitu google form. Kuesioner yang disebar-luaskan melalui google form ini terdapat butir-butir pertanyaan yang telah disesuaikan dengan kondisi dari Local Pantry. Kuesioner yang dibagikan terdiri dari 18 pertanyaan yang dibagi dalam 3 bagian, bagian pertama berisikan 8 item pertanyaan, bagian kedua berisikan 7 item pertanyaan dan bagian ketiga berisikan 3 item pertanyaan. Setiap pertanyaan yang diberikan akan dijawab oleh responden menggunakan Skala Likert. Target yang ditujukan pada penelitian ini adalah konsumen Local Pantry yang pernah berkunjung dan membeli produk Local Pantry minimal satu kali. Sampel pada penelitian ini ada sebanyak 90 dan digunakan sebanyak 125 sampel. Sampel yang digunakan pada penelitian ini yaitu dengan digunakannya teknik Non-Probability sampling dengan metode Convenience Sampling. Analisis data pada penelitian ini menggunakan program SPSS. Hasil pada penelitian ini menunjukkan bahwa kualitas produk dan suasana restoran berpengaruh positif terhadap loyalitas konsumen./ The purpose of this study was to analyze an positive influence of product quality and restaurant atmosphere on consumer loyalty at the Local Pantry. Local Pantry was founded in 2013 and is located on Jalan Riau, at the Riau Business Center Complex No 11,12,12A. Local Pantry is one of the restaurants that has been able to survive until now since Covid-19. The characteristics of a product are related to its ability to satisfy customers, while the atmosphere of a restaurant is an important component in consumer behavior. The research method used in this research is quantitative research. This research uses descriptive research. The survey method in this study used a questionnaire with the available program, namely Google Form. The questionnaire which was distributed via the Google form contained question items that had been adapted to the conditions of the Local Pantry. The questionnaire consisted of 18 questions which were divided into 3 parts, the first part containing 8 question items, the second part containing 7 question items and the third part containing 3 question items. Each question given will be answered by respondents using a Likert Scale. The target for this research is Local Pantry consumers who have visited and purchased Local Pantry products at least once. There were 90 samples in this study and 125 samples were used. The sample used in this study is the non-probability sampling technique with the Convenience Sampling method. Data analysis in this study used the SPSS program. The results of this study indicate that product quality and restaurant atmosphere positive affect consumer loyalty.
Item Type: | Thesis (Bachelor) | |||||||||
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Uncontrolled Keywords: | layanan makanan dan minuman; kualitas produk; suasana restoran; loyalitas konsumen | |||||||||
Subjects: | T Technology > TX Home economics > TX 901-953 Hospitality Industry | |||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management |
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Depositing User: | JOCELYN DHARMA KARYA | |||||||||
Date Deposited: | 31 Jan 2023 04:32 | |||||||||
Last Modified: | 24 Feb 2023 04:54 | |||||||||
URI: | http://repository.uph.edu/id/eprint/53426 |
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