Pengaruh pengorbanan dan kualitas layanan terhadap keinginan pembelian ulang istana ayam goreng sri di Surabaya

Nathania, Michelle (2014) Pengaruh pengorbanan dan kualitas layanan terhadap keinginan pembelian ulang istana ayam goreng sri di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Di tengah gencarnya gempuran rumah makan dan waralaba asing, tidak banyak rumah makan dalam negeri yang mampu bertahan. Berbicara tentang bisnis kuliner yang mampu bertahan dan mampu mendorong konsumennya untuk selalu melakukan pembelian ulang, Istana Ayam Goreng Sri yang terletak di Pandaan adalah salah satu contohnya. Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh dari pengorbanan, nilai produk, kualitas layanan dan kepuasan konsumen terhadap keinginan pembelian ulang produk Istana Ayam Goreng Sri. Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, data dikumpulkan melalui metode kuesioner terhadap 115 orang konsumen pembeli produk Istana Ayam Goreng Sri di Surabaya dengan minimal pembelian sekali dalam enam bulan terakhir yang berumur pada kisaran 17-65 tahun. Data diperoleh dengan menggunakan teknik purposive sampling, kemudian dilakukan analisis terhadap data yang diperoleh dengan data secara kuantitatif. Analisis kuantitatif meliputi: uji validitas dan reliabilitas, uji asumsi klasik, dan analisis regresi berganda. Penelitian ini menggunakan tiga buah model, yang pertama adalah pengaruh pengorbanan dan kualitas layanan terhadap nilai produk, selanjutnya adalah pengaruh kualitas layanan dan nilai produk terhadap kepuasan konsumen dan terakhir adalah pengaruh kualitas layanan, nilai produk dan kepuasan konsumen terhadap keinginan pembelian ulang. Hasil penelitian uji t pada model pertama menghasilkan hipotesis antara kualitas layanan terhadap nilai produk ditolak, namun hipotesis antara pengorbanan dan nilai produk diterima. Pada model kedua, kedua hipotesis yaitu kualitas layanan dan nilai produk terhadap kepuasan konsumen diterima. Model terakhir, hipotesis yang diterima adalah kualitas layanan dan kepuasan konsumen terhadap keinginan pembelian ulang diterima, sedangkan hipotesis antara nilai produk terhadap keinginan pembelian ulang ditolak / In the midst battle between food industries, not many local restaurant can survive this reality. One industry that has been survive until now and still drawing customers attention to keep repurchasing is Istana Ayam Goreng Sri which is located in Pandaan. This research purpose is to analyze the influence of sacrifice, product value, service quality and customer satisfaction towards repurchase intention against Istana Ayam Goreng Sri product. After conducting literature review and formulation of hypothesis, data was gathered by spreading questionnaire to 115 customer of Istana Ayam Goreng Sri in Surabaya with minimum frequency of purchasing once every six month and aged 17-65 years old. Data gathered was using purposive sampling and then analyze with quantitative method. Quantitative method covers: validity and reliability test, classical assumption test and multiple regression analysis. This research using 3 model, which are effect of sacrifice and service quality towards product value, effect of service quality and product value towards customer satisfaction, and effect of service quality, product value and customer satisfaction towards repurchase intention. The results of t-test on the first model conclude that hypothesis between service quality towards product value rejected. However hypothesis between sacrifice and product value accepted. In the second model, both hypotheses is accepted which is service quality and product value towards customer satisfaction. Last model, service quality and customer satisfaction towards repurchase intention hypotheses are accepted, although product value towards repurchase intention is rejected

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