Analysis of quality of products, price and location towards customer loyalty through customer satisfaction in Grand Maximum Seafood Restaurant Medan

Tannavie, Vanessa (2022) Analysis of quality of products, price and location towards customer loyalty through customer satisfaction in Grand Maximum Seafood Restaurant Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Grand Maximum Seafood Restaurant is one of the well-known restaurants in Medan, North Sumatra. Based on the preliminary interview with the director, the phenomenon that happened in the company is the decrease in customer loyalty. The customer loyalty decline has caused the lack of repeat order numbers, a decline in sales numbers which chose to eat or buy food from Grand Maximum Seafood Restaurant, a decline in sales number of a reception / parties which held in the restaurant. The purpose of this research is to determine the effect of Quality of Products (QP) Price (P) and Location (L) to Customer Satisfaction (CS); and, the effect of Quality of Products (QP) Price (P), Location (L) and Customer Satisfaction (CS) to Customer Loyalty (CL) at Grand Maximum Seafood Restaurant. This study is causal research. The method used is quantitative methods of processing the data using Structural Equation Model (SEM) with AMOS. Data was collected by distributing questionnaires to 120 respondents with the characteristics of male and female respondents aged 18-60 years, have visited Grand Maximum Seafood Restaurant twice in the last year. The results the research showed that the quality of products has a significant effect on customer satisfaction with regression coefficient of 0.199, the price has a significant effect on customer satisfaction with regression coefficient of 0.376, the location has a significant effect on customer satisfaction with regression coefficient of 0.185, the quality of products has a significant effect on customer loyalty with regression coefficient of 0.221, the price has a significant effect on customer loyalty with regression coefficient of 0.214, the location has a significant effect on customer with regression coefficient of 0.202, the customer satisfaction has a significant effect on customer loyalty with regression coefficient of 0.244. / Grand Maximum Seafood Restaurant adalah salah satu restoran yang terkenal di Medan, Sumatera Utara. Berdasarkan wawancara pendahuluan dengan direktur, fenomena yang terjadi di perusahaan adalah penurunan loyalitas pelanggan. Jumlah pelanggan menurun sehingga menyebabkan menurunnya jumlah pemesanan ulang, jumlah penjualan yang memilih untuk makan dan membeli makanan dari restoran, serta berkurangnya penyelenggaraan acara di restoran. Penelitian ini bertujuan untuk menentukan pengaruh Kualitas Produk, Harga dan Lokasi terhadap Kepuasan Pelanggan; dan pengaruh Kualitas Produk, Harga, Lokasi dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Penelitian ini adalah penelitian kausal. Metode yang digunakan adalah proses data kuantitatif dengan menggunakan Structural Equation Model (SEM) dengan AMOS. Data diperoleh dengan menyebarkan kuesioner kepada 120 responden dengan karakteristik pria dan wanita, berumur 18-60 tahun, pernah berkunjung ke Grand Maximum Seafood Restaurant dua kali pada tahun yang lalu. Hasil penelitian menunjukkan bahwa kualitas produk mempunyai pengaruh signifikan terhadap kepuasan pelanggan dengan koefisien regresi 0.199, harga mempunyai pengaruh signifikan terhadap kepuasan pelanggan dengan koefisien regresi 0.375, lokasi mempunyai pengaruh signifikan terhadap kepuasan pelanggan dengan koefisien regresi 0.185, kualitas produk mempunyai pengaruh signifikan terhadap loyalitas pelanggan dengan koefisien regresi 0.221, harga mempunyai pengaruh signifikan terhadap loyalitas pelanggan dengan koefisien regresi 0.214, lokasi mempunyai pengaruh signifikan terhadap loyalitas pelanggan dengan koefisien regresi 0.202, dan kepuasan pelanggan mempunyai pengaruh signifikan terhadap loyalitas pelanggan dengan koefisien regresi 0.244.

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