The effect of customer satisfcation toward customer loyalty in Sari Laut Nelayan Dimsum, Putri Merak Jingga Street, Medan.

Wijaya, Veronica (2021) The effect of customer satisfcation toward customer loyalty in Sari Laut Nelayan Dimsum, Putri Merak Jingga Street, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The aim of this study was to examine the influence of customer satisfaction towards customer loyalty at Sari Laut Nelayan Merak Jingga Medan as the research object because there are some visitors that are not loyal because they feel dissatisfied with Sari Laut Nelayan Merak Jingga Medan. Customer satisfaction will determine the loyalty of consumers for the next visit to enjoy the food that served by Sari Laut Nelayan Merak Jingga Medan because they want delicious food and best services. Descriptive and causal studies are used to analyze the sample of 99 customers. The respondents are customers of Sari Laut Nelayan Merak Jingga Medan that are taken using non-probability sampling criteria using accidental sampling. Distribution of the questionnaires conducted has passed the validity and reliability test. The data tested also passed the normality test. The value on the coefficient of determination shows 66,4% that customer satisfaction affects customer loyalty. It can be suggested that the Sari Laut Nelayan Merak Jingga can maintain and even increase the satisfaction of its customers by providing the best quality not only in terms of food but also in service where with this, consumer satisfaction will increase. Increasing consumer satisfaction will certainly have a good impact on the Sari Laut Nelayan Merak Jingga where the increase will make customers loyal and continue to return to visit the Sari Laut Nelayan Merak Jingga when customers want to enjoy Dimsum/ Tujuan penelitian ini adalah untuk menguji pengaruh kepuasan konsumen terhadap loyalitas konsumen pada Sari Laut Nelayan Merak Jingga Medan sebagai objek penelitian karena terdapat beberapa pengunjung yang tidak loyal karena merasa tidak puas dengan Sari Laut Nelayan Merak Jingga Medan. Kepuasan pelanggan akan menentukan loyalitas konsumen pada kunjungan berikutnya untuk menikmati makanan yang disajikan oleh Sari Laut Nelayan Merak Jingga Medan karena menginginkan makanan yang enak dan pelayanan terbaik. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 99 pelanggan. Responden adalah pelanggan Sari Laut Nelayan Merak Jingga Medan yang diambil dengan menggunakan kriteria non probability sampling dengan menggunakan accidental sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Nilai koefisien determinasi menunjukkan 66,4% bahwa kepuasan pelanggan mempengaruhi loyalitas pelanggan. Dapat disarankan agar Sari Laut Nelayan Merak Jingga dapat menjaga bahkan meningkatkan kepuasan pelanggannya dengan memberikan kualitas terbaik tidak hanya dari segi makanan tetapi juga dalam pelayanan dimana dengan hal tersebut maka kepuasan konsumen akan semakin meningkat. Peningkatan kepuasan konsumen tentunya akan berdampak baik pada Sari Laut Nelayan Merak Jingga dimana peningkatan tersebut akan membuat konsumen menjadi loyal dan terus kembali mengunjungi Sari Laut Nelayan Merak Jingga pada saat konsumen ingin menikmati Dimsum.

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