Analisis pengaruh service quality, social enjoyment, cleanness, aesthetics, dan cost terhadap cusomer loyalty melalui customer satisfaction pada pelanggan sushi tei Mall Tunjungan Plaza di Surabaya

Sumampow, Angelita Erika Lidya (2021) Analisis pengaruh service quality, social enjoyment, cleanness, aesthetics, dan cost terhadap cusomer loyalty melalui customer satisfaction pada pelanggan sushi tei Mall Tunjungan Plaza di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat memasuki pertengahan tahun 2020 di seluruh negara di dunia termasuk di Indonesia mengalami resesi ekonomi, atau biasa yang kita sebut dengan penurunan ekonomi, faktor yang sangat berpengaruh dengan resesi ekonomi yang terjadi saat ini adalah pandemi covid-19. Di Indonesia banyak industri yang goncang bahkan banyak yang tidak bisa bertahan, tetapi ada industri yang sampai saat ini masih bertahan walaupun industri ini banyak memangkas biaya, termasuk biaya produksi, dan gaji karyawan, salah satu industri yang bertahan di masa pandemic ini adalah Industri makanan dan minuman. Bisnis makanan di Indonesia memiliki potensi yang sangat besar. Dengan nilai perkiraan mencapai Rp 844,35 triliun, semua pemain memiliki kesempatan yang sama. Pertumbuhan usaha restoran dan kafe di Jawa timur terutama Surabaya tercatat 20% pada kuartal I tahun 2019. Dalam 2 tahun terakhir ini banyak restoran Jepang yang masuk ke Surabaya, baik itu segmen menengah ke bawah maupun segmen atas. Restoran ternama di surabaya yaitu SUSHI TEI, sushi Tei adalah restoran yang menawarkan cita rasa masakan khas jepang, restoran ini mampu memikat para konsumen untuk mampir dan merasakan kenikmatan makanan khas jepang.Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Service Quality, Social Enjoyment, Cleanness, Aesthetics, dan Cost terhadap Customer Loyalty melalui Customer Satisfaction. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif, metode yang digunakan pada penelitian ini akan mengacu pada referansi yang dapat melakukan proses analisis simultan yang terkait dengaan model penelitian multivariabel yaitu Structural Equation Model (SEM) dengan menggunakan software AMOS 20.0. Pengumpulan data dilakukan dengna penyebaran kuesioner kepada 105 responden dengan karakteristik pria dan wanita yang berusia 18-60 tahun dan pernah makan di restoran Sushi Tei Mall Tunjungan Plaza Surabaya sebanyak tiga kali dalam 2 tahun terakhir. Hasil penelitian ini menunjukkan bahwa variabel Service Quality tidak berpengaruh signifikan terhadap Customer Loyalty dengan Koefisien regresi sebesar 0.248; variabel Social Enjoyment tidak berpengaruh signifikan terhadap Customer Loyalty dengan Koefisien regresi sebesar 0.173; variabel Cleanness berpengaruh signifikan terhadap Customer Loyalty dengan Koefisien regresi sebesar 0.899; variabel Aesthetics berpengaruh signifikan terhadap Customer Loyalty dengan Koefisien regresi sebesar 0.298; variabel Cost tidak berpengaruh signifikan terhadap Customer Loyalty dengan Koefisien regresi sebesar 0.111; variabel Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan Koefisien regresi sebesar 1.00./ As we enter the middle of 2020, all countries in the world, including Indonesia, are experiencing an economic recession, or what we call an economic downturn, the most influential factor in the current economic recession is the COVID-19 pandemic. In Indonesia, many industries are shaken and many cannot survive, but there are industries that are still surviving even though this industry cuts costs a lot, including production costs, and employee salaries, one of the industries that has survived during this pandemic is the food and beverage industry. drink.The food business in Indonesia has enormous potential. With an estimated value of IDR 844.35 trillion, all players have the same opportunity. The growth of the restaurant and cafe business in East Java, especially Surabaya, was recorded at 20% in the first quarter of 2019. In the last 2 years, many Japanese restaurants have entered Surabaya, both the lower middle segment and the upper segment. The famous restaurant in Surabaya, namely SUSHI TEI, Sushi Tei is a restaurant that offers the taste of Japanese cuisine, this restaurant is able to lure consumers to stop by and feel the pleasure of Japanese food.This study aims to determine how the influence of Service Quality, Social Enjoyment, Cleanness, Aesthetics, and Cost on Customer Loyalty through Customer Satisfaction. This research is a causal research. The research method used is a quantitative method, the method used in this study will refer to references that can carry out a simultaneous analysis process related to the multivariable research model, namely the Structural Equation Model (SEM) using AMOS 20.0 software. Data was collected by distributing questionnaires to 105 respondents with the characteristics of men and women aged 18-60 years and had eaten at Sushi Tei restaurant, Tunjungan Plaza Surabaya, three times in the last 2 years. The results of this study indicate that the Service Quality variable has no significant effect on Customer Loyalty with a regression coefficient of 0.248; Social Enjoyment variable has no significant effect on Customer Loyalty with a regression coefficient of 0.173; Cleanness variable has a significant effect on Customer Loyalty with a regression coefficient of 0.899; Aesthetics variable has a significant effect on Customer Loyalty with a regression coefficient of 0.298; Cost variable has no significant effect on Customer Loyalty with a regression coefficient of 0.111; Customer Satisfaction variable has a significant effect on Customer Loyalty with a regression coefficient of 1.00.

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