Pengaruh kualitas pelayanan terhadap word of mouth konsumen rumah makan khas sunda balibu

Abiawan, Hwan Nico (2011) Pengaruh kualitas pelayanan terhadap word of mouth konsumen rumah makan khas sunda balibu. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri Jasa khususnya dalam bidang pariwisata telah berkembang di Indonesia. Dalam memasarkan barang berupa jasa yang intagible, word of mouth merupakan promotion tools yang paling berpengaruh. Bandung yang merupakan kota tujuan wisata terfavorit dikenal dengan rumah makan sunda. Salah satunya adalah Rumah Makan Khas Sunda Balibu. Rumah Makan ini mengutamakan kualitas pelayanan guna memenuhi kepuasan pelanggannya. Diperlukan penelitian untuk mengetahui apakah kualitas pelayanan berpengaruh pada word of mouth. Kepuasan pelanggan merupakan variabel intervening dalam penelitian ini. Penelitian ini menggunakan metode kuantitatif survei ekplanatif (analitik), dengan unit analisis pearson’s correlation product moment yang perhitungannya menggunakan SPSS 19. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 orang konsumen dengan teknik non-probabilitas dan accidental sampling. Sebelumnya disebarkan kuesioner kepada 20 orang responden untuk mengetahui uji validitas dan reliabilitasnya. Landasan teori mengacu pada konsep-konsep yang dijabarkan oleh Arief, Lovelock, dan Fill. Dari hasil penelitian, didapatkan bahwa kualitas pelayanan mempunyai pengaruh pada word of mouth secara signifikan namun lemah. Dapat disimpulkan bahwa semakin tinggi evaluasi pelanggan (kepuasan) akan kualitas pelayanan, maka semakin tinggi pula perilaku word of mouth pelanggan tersebut. / Service industries, especially in the tourism sector has been growing in Indonesia. In the intangable services marketing, ‘word of mouth’ is the most powerful promotion tools. Bandung is a favorite city tourism which is known for its Sunda restaurant. One of which is ‘Rumah Makan Khas Sunda Balibu’. This restaurant gives priority to the quality of service to satisfy the customer. Therefore, research is needed to determine whether service quality influences ‘word of mouth’ where customer satisfaction the intervening variable. This study used quantitative methods explainative survey (analytic), with the unit of analysis Pearson's product moment correlation, and is calculated using SPSS 19. The data was collected by distributing questionnaires to 100 customers with non-probability technic and accidental sampling. Previously, the questionnaires distributed to 20 respondents to determine the validity and reliability. The foundation theory refers to the concepts described by Arief, Lovelock, and Fill. From the research, the result showed that service quality has a significant influence on ‘word of mouth’ but weakly. We can conclude that the higher customer evaluation (of satisfaction) of the quality of service, the higher the ‘word of mouth’ behaviour of customers.

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