Analisis pengaruh food quality, service quality, dan dining atmosphere, yang mempengaruhi customer loyalty, melalui customer satisfaction pada pelanggan de mandailing cafe and eatery di Surabaya

Marbun, Roma Maria Monica (2023) Analisis pengaruh food quality, service quality, dan dining atmosphere, yang mempengaruhi customer loyalty, melalui customer satisfaction pada pelanggan de mandailing cafe and eatery di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan dan akibat dari adanya globalisasi membuat industri makanan di Indonesia semakin meningkat. Dampak ini juga masuk ke Surabaya, Jawa Timur dan membuat makanan dan minuman menjadi potensi usaha yang menjanjikan. Bisnis kuliner menjadi suatu kegiatan atau aktivitas yang dilakukan oleh semua perusahaan untuk mencari laba atau nilai tambah. Banyak rumah makan atau kafe-kafe yang tumbuh dan berkembang secara pesat di kota Surabaya, mulai dengan menawarkan harga yang murah, tempat yang nyaman, makanan yang berbeda dari restoran lain, dan beragam lainnya yang ditawarkan. Salah satu contoh restoran yang dalam beberapa kurun terakhir dikenal oleh masyarakat kota Surabaya adalah restoran De Mandailing Cafe and Eatery. De Mandailing Cafe and Eatery telah berdiri selama 9 tahun, sejak 2013. Outlet atau cabang pertama adalah De Mandailing Cafe and Eatery Klampis, Surabaya Timur. Cabang lain adalah Jemursari (Surabaya Selatan) dan Bukit Darmo (Surabaya Barat). Penelitian ini mempunyai tujuan untuk meneliti dan mengetahui bagaimana pengaruh Food Quality, Service Quality, Dining Atmosphere yang mempengaruhi Customer Loyalty melalui Customer Satisfaction. Manfaat yang diharapkan dari penelitian ini yaitu untuk menambah sebuah wawasan khususnya di bidang manajemen yaitu melihat seberapa besar pengaruh customer satisfaction sehingga untuk meningkatkan customer loyalty dari pembeli De Mandailing Cafe N Eatery Surabaya. Penelitian ini menggunakan penelitian kausal. Metode penelitian yang dipilih dan digunakan adalah metode kuantitatif dengan pengolaan data menggunakan SPSS. Pengumpulan data dilakukan dengan penyebaran kuesioner melalui Google Form kepada 110 responden dengan karakteristik responden pria dan wanita yang berusia 18-60 tahun, berdomisili di Surabaya, dan minimal pernah mengunjungi De Mandailing Cafe N Eatery sebanyak 2 kali dalam kurun waktu 6 bulan terakhir. Hasil penelitian menunjukkan bahwa variabel food quality berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.246; variabel service quality berpengaruh sgnifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.317; dan variabel dining atmosphere juga berpengaruh dengan signifikan terhadap customer satisfaction sebesar 0.359. Kata Kunci: Food Quality, Service Quality, Dining Atmosphere, Customer Loyalty, dan Customer Satisfaction. / The development and consequences of globalization have made the food industry in Indonesia increasing. The impact also penetrated Surabaya, East Java and made food and beverages a promising business potential. Culinary business becomes an activity or activity carried out by all companies to seek profit or added value. Many restaurants or cafes are growing and developing rapidly in the city of Surabaya, starting by offering low prices, comfortable places, food that is different from other restaurants, and a variety of other things on offer. One example of a restaurant that has been known by the people of Surabaya in recent decades is De Mandailing Cafe and Eatery. De Mandailing Cafe and Eatery has been established for 9 years, since 2013. The first outlet or branch is De Mandailing Cafe and Eatery Klampis, East Surabaya. Other branches are Jemursari (South Surabaya) and Bukit Darmo (West Surabaya). This study has a purpose to examine and find out how the influence of Food Quality, Service Quality, Dining Atmosphere which affects Customer Loyalty through Customer Satisfaction. The expected benefit of this research is to add an insight, especially in the field of management, which is to see how much influence customer satisfaction has so as to increase customer loyalty from buyers of De Mandailing Cafe N Eatery Surabaya. This study uses causal research. The research method selected and used is a quantitative method with data processing using SPSS. Data was collected by distributing questionnaires via Google Form to 110 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, and at least had visited De Mandailing Cafe N Eatery 2 times in the last 6 months. The results showed that the food quality variable had a significant effect on customer satisfaction with a regression coefficient of 0.246; service quality variable has a significant effect on customer satisfaction with a regression coefficient of 0.317; and the dining atmosphere variable also has a significant effect on customer satisfaction of 0.359. Key words: Food Quality, Service Quality, Dining Atmosphere, Customer Loyalty, and Customer Satisfaction.

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