Pengaruh service quality, food quality, menu selection, price fairness, hygiene dan atmosphere terhadap customer loyalty melalui customer satisfaction pada restoran 4fingers crispy chicken, Medan = analysis of the effect of service quality, food quality, menu selection, price fairness, hygiene and atmosphere on customer loyalty through customer satisfaction of 4fingers crispy chicken customers in Medan

Linda, Linda (2023) Pengaruh service quality, food quality, menu selection, price fairness, hygiene dan atmosphere terhadap customer loyalty melalui customer satisfaction pada restoran 4fingers crispy chicken, Medan = analysis of the effect of service quality, food quality, menu selection, price fairness, hygiene and atmosphere on customer loyalty through customer satisfaction of 4fingers crispy chicken customers in Medan. Masters thesis, Universitas Pelita Harapan.

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Abstract

Salah satu gaya hidup yang berkembang di berbagai kota besar adalah peningkatan konsumsi makanan cepat saji di restoran. Peningkatan ini disebabkan oleh perubahan selera masyarakat yang cenderung mengikuti perkembangan zaman. Gaya hidup yang selalu berubah dari generasi muda, yang cenderung menggunakan dan mengonsumsi produk asing, termasuk makanan. Dengan perubahan kebiasaan yang dilaksanakan saat ini, ada peluang bagi restoran makanan cepat saji seperti 4Fingers Crispy Chicken, yang menawarkan lebih banyak kenyamanan dibandingkan dengan makanan non-cepat saji. Studi ini bertujuan untuk menganalisis bagaimana pengaruh service quality, food quality, menu selection, price fairness, hygiene, dan atmosphere terhadap customer loyalty melalui customer satisfaction. Manfaat yang diharapkan dari penelitian ini adalah dapat meningkatkan pengetahuan dalam bidang manajemen, khususnya seberapa besar pengaruh kepuasan pelanggan sehingga dapat meningkatkan loyalitas pelanggan dan memperbaiki kesalahan yang ada pada pelanggan restoran 4Fingers Crispy Chicken di Medan. Pengumpulan data dalam penelitian ini dilakukan dengan mendistribusikan kuesioner kepada 135 responden dengan karakteristik responden laki-laki dan perempuan, berusia 18-60 tahun, berdomisili di Medan, telah membeli, dan mengonsumsi (makan di tempat) 4Fingers Crispy Chicken di Medan dua kali dalam satu tahun terakhir. Untuk pengolahan dan analisis data dalam penelitian ini menggunakan SPSS 22.0. Setelah itu, untuk menabulasi hasil penelitian responden, dan untuk menguji model penelitian menggunakan Teknik Analisis Data Model Persamaan Struktural (SEM) AMOS 22.0. Referensi: 86 (1988 – 2022) Kata kunci: Service Quality, Food Quality, Menu Selection, Price Fairness, Hygiene, Atmosphere, Customer Satisfaction, dan Customer Loyalty / One of the growing lifestyles in various big cities is the increased consumption of fast food in restaurants. This increase is caused by the changing taste of society that tends to follow the developments of the times. The ever-changing lifestyle of the younger generation, which tends to use and consume foreign products, including food. With the changes in habits implemented nowadays, there is an opportunity for fast-food restaurants like 4Fingers Crispy Chicken, which offer more convenience compared to non-fast-food meals. This study aims to analyze how the influence of service quality, food quality, menu selection, price fairness, hygiene, and atmosphere on customer loyalty through customer satisfaction variables. The benefits expected in this study can increase knowledge in the field of management, especially how much influence customer satisfaction has so that it can increase customer loyalty and correct existing errors, and this will be able to increase sustainable transactions from 4Fingers Crispy Chicken restaurant customers in Medan. The data collection in this study was carried out by distributing questionnaires to 135 respondents with the characteristics of male and female respondents, aged 18-60 years, domiciled in Medan, had bought, and consumed (dine in / on the spot) 4Fingers Crispy Chicken in Medan twice in the last one year. For processing and analyzing data in this study using SPSS 22.0. After that, to tabulate the results of the respondent's research, and to test the research model using the Structural Equation Model (SEM) AMOS 22.0 data analysis technique. References: 86 (1988 – 2022) Keywords: Service Quality, Food Quality, Menu Selection, Price Fairness, Hygiene, Atmosphere, Customer Satisfaction, and Customer Loyalty

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