Analisis pengaruh service quality, sosial enjoyment, cleanness, aesthetics, dan cost terhadap customer loyality melalui customer satisfaction pada pelanggan restoran Sogogi di Manado

RARUMANGKAY, CLAUDIO (2023) Analisis pengaruh service quality, sosial enjoyment, cleanness, aesthetics, dan cost terhadap customer loyality melalui customer satisfaction pada pelanggan restoran Sogogi di Manado. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri makanan dan minuman telah mengalami pertumbuhan dan perkembangan yang pesat di seluruh penjuru dunia termasuk Indonesia. Salah satu industri makanan dan minuman besar di Indonesia adalah Restoran Sogogi. selain menyediakan lapangan pekerjaan, Restoran Sogogi juga berkontribusi besar pada pertumbuhan perekonomian nasional. Sehingga, menjadikannya salah satu restoran makanan dan minuman cepat saji yang cukup diandalkan oleh masyarakat, dan Restoran Sogogi juga sangat menjaga loyalitas pelanggan dengan terus memperkuat kepuasan pelanggan dalam menggunakan produk dan jasa yang ditawarkan oleh Restoran Sogogi. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari service quality, social enjoyment, cleanness, aesthetics, dan cost terhadap customer loyalty melalui customer satisfaction. Manfaat dari penelitian ini untuk meningkatkan wawasan dan pengetahuan khususnya dalam mengetahui seberapa besar pengaruh dari customer satisfaction sehingga dapat meningkatkan customer loyalty. Penelitian ini merupakan penelitian yang bersifat kausal dengan menggunakan metode kuantitatif dan diolah dengan bantuan program statistik yaitu SPSS versi 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner menggunakan teknik snowball sampling kepada 160 responden, dengan karakteristik responden yaitu berjenis kelamin baik pria maupun wanita, berusia 20-60 tahun, berdomisili di Manado, pernah mengonsumsi makanan dan minuman di Restoran Sogogi secara langsung (dine in) minimal 2 (dua) kali dalam 1 (satu) tahun terakhir, pernah membeli dan mencoba all u can eat selain Restoran Sogogi Manado dalam tiga bulan terakhir. Kata Kunci : service quality, social enjoyment, cleanness, aesthetics, cost, customer satisfaction, dan customer loyalty/ ABSTRACT The food and beverage industry has experienced rapid growth and development in all corners of the world including Indonesia. One of the major food and beverage industries in Indonesia is Sogogi Restaurant. In addition to providing jobs, Sogogi Restaurant also contributes greatly to national economic growth. Thus, making it one of the fast food and beverage restaurants that is quite relied on by the public, and Sogogi Restaurant also greatly maintains customer loyalty by continuing to strengthen customer satisfaction in using the products and services offered by Sogogi Restaurant. The purpose of this study is to determine the effect of service quality, social enjoyment, cleanness, aesthetics, and cost on customer loyalty through customer satisfaction. The benefits of this research are to increase insight and knowledge, especially in knowing how much influence customer satisfaction has so that it can increase customer loyalty. This research is causal research using quantitative methods and processed with the help of a statistical program, namely SPSS version 22.0. Data collection was carried out by distributing questionnaires using snowball sampling techniques to 160 respondents, with the characteristics of respondents, namely both male and female, aged 20-60 years, domiciled in Manado, have consumed food and drinks at Sogogi Restaurant directly (dine in) at least 2 (two) times in the last 1 (one) year, have bought and tried all you can eat other than Manado Sogogi Restaurant in the last three months. Kata Kunci : service quality, social enjoyment, cleanness, aesthetics, cost, customer satisfaction, dan customer loyalty

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