Rochima, Siti (2018) Pengaruh food quality, service quality, ambiance dan perceived value terhadap repurchase intention pelanggan soto ayam lamongan cak har di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.
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Abstract
Kebanyakan masyarakat lebih memilih membeli makanan diluar tanpa perlu repot masak sendiri karena waktunya sendiri terbatas. Selain itu, makan diluar seperti di restaurant, cafe atau tempat makan lainnya ini dinilai dapat menjadi media untuk dapat berkumpul dengan kerabat ditengah padatnya rutinitas. Ditambah lagi dengan kesibukan yang padat dan mobilitas yangg tinggi akan membuat masyarakat cenderung rentan terhadap kenjenuhan sehingga membutuhkan suatu tempat untuk melepas kepenatan setelah beraktivitas seharian (Sejati dan Yahya, 2016). Oleh karena itu, makan diluar seperti di restaurant menjadi salah satu alternatif pilihan yang tepat untuk dapat memenuhi kebutuhan makan dan sosial masyarakat. Tempat makan bernama “Soto Ayam Lamongan CAK HAR” ini mulanya bertempat di kantin Kantor Dinas Perindustrian dan Perdagangan Surabaya hingga sekarang berkembang dari gerobak kecil menjadi restaurant keluarga yang memiliki tiga cabang tempat yakni di Jl. Arief Rachman Hakim, Jl. Dr. Ir. H. Soekarno. Perkembangan yang pesat ini tidak terlepas dari kesetiaan dari konsumennya yang selalu berkeinginan untuk kembali mengonsumsi produk soto ayam tersebut. Dengan perkembangan yang pesat ini maka peneliti tertarik untuk mengakaji lebih dalam terkait dengan bauran pemasaran yang telah diterapkan pada Soto Ayam Lamongan CAK HAR. Oleh karena itu, akan dilakukan penelitian untuk melihat pengaruh food quality, Service Quality, Ambiance dan Value terhadap Repurchase Intention Soto Ayam Lamongan CAK HAR di Surabaya. Adapun karakteristik responden sebanyak 120 yang ditetapkan adalah pria dan wanita berumur 18-60 tahun dimana usia matang untuk melakukan pembelian dan pembayaran secara mandiri, dan memiliki kondisi mental yang sudah matang untuk menentukan keputusan pembelian ulang, melakukan pembelian dan mengonsumsi Soto Ayam Cak Har. Dari 120 responden, sebagian besar usia pelanggan restoran Soto Cak Har di Surabaya sebanyak 53.3% atau 84 responden adalah usia 18-35 tahun. Berdasarkan penelitian yang dilakukan maka diperoleh hasil bahwa keempat hipotesis yang diajukan diterima dengan dukungan nilai lamda loading paling besar ditunjukkan oleh pengaruh ambience terhadap repurchase intention yaitu sebesar 0,447. Nilai lamda loading terbesar selanjutnya adalah pengaruh dari food quality terhadap repurchase intention sebesar 0,352. Selanjutnya adalah pengaruh dari variabel perceived value yaitu sebesar 0,292 dan yang terakhir adalah variabel service quality yaitu sebesar 0,207 / Most people prefer to buy food outside without the hassle of cooking themselves because the time itself is limited. In addition, eating outside as in restaurants, cafes or other eating places is considered to be a medium to be gathered with relatives in the middle of solidity routine. Coupled with the busy busyness and high mobility will make people tend to be susceptible to saturation, so need a place to release the fatigue after a day of activity (Truth and Yahya, 2016). Therefore, eating out as in the restaurant to be one alternative to the right choice to meet the needs of food and social society. A place to eat named "Soto Ayam Lamongan CAK HAR" was originally housed in the canteen Office of Industry and Commerce Surabaya until now developed from a small cart into a family restaurant that has three branches of the place that is on Jl. Arief Rachman Hakim, Jl. Dr. Ir. H. Soekarno. This rapid development is inseparable from the loyalty of consumers who are always willing to re-eat the chicken soup products. With this rapid development, the researcher is interested to deeper in relation to the marketing mix that has been applied to Soto Ayam Lamongan CAK HAR. Therefore, research will be conducted to see the effect of food quality, Service Quality, Ambiance and Value on Repurchase Intention of Soto Ayam Lamongan CAK HAR in Surabaya. The characteristics of respondents as many as 120 specified are men and women aged 18-60 years in which the age of maturity to make purchases and payments independently, and have a mature mental condition to determine the decision to buy back, make purchases and eating Soto Ayam Cak Har. Of the 120 respondents, most of the customers of Soto Cak Har restaurant in Surabaya were 53.3% or 84 respondents were 18-35 years old. Based on the research done, the results obtained that the four proposed hypotheses are accepted with the support of lamda loading the largest indicated by the influence of ambience to repurchase intention of 0.447. The next largest lamda loading value is the influence of food quality on repurchase intention of 0.352. Next is the influence of the variable perceived value of 0.292 and the last is the service quality variable that is equal to 0.207
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | repurchase intention; food quality; service quality; ambiance; perceived value; soto cak har | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
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Depositing User: | Rafael Rudy | ||||||||||||
Date Deposited: | 03 Jul 2023 07:06 | ||||||||||||
Last Modified: | 03 Jul 2023 07:06 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/56399 |
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