Gunawan, Mercya Mollisca (2025) Karya kompetensi profesi laporan seminar hasil analisis kualitas layanan dan citra merek dengan mediasi variabel pengalaman emosional terhadap dampak loyalitas pelanggan restoran informal di Pantai Indah Kapuk. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan citra merek terhadap loyalitas pelanggan restoran informal, dengan pengalaman emosional sebagai variabel mediasi. Penelitian difokuskan pada restoran informal di kawasan Pantai Indah Kapuk (PIK), Jakarta Utara, yang dikenal sebagai destinasi kuliner utama. Metode penelitian menggunakan pendekatan kuantitatif dengan analisis PLS-SEM. Data dikumpulkan dari 214 responden melalui kuesioner berbasis skala likert. Hasil penelitian menunjukkan bahwa kualitas layanan tidak memiliki pengaruh positif signifikan secara langsung terhadap loyalitas pelanggan. Namun, ketika dimediasi oleh pengalaman emosional, kualitas layanan memberikan pengaruh positif signifikan terhadap loyalitas pelanggan. Selain itu, citra merek terbukti memiliki pengaruh positif signifikan terhadap loyalitas pelanggan, baik secara langsung maupun melalui pengalaman emosional. Kebaruan penelitian ini terletak pada pengujian pengalaman emosional sebagai variabel mediasi dalam konteks restoran informal. Penelitian ini juga memberikan kesenjangan baru bahwa kualitas layanan sendiri tidak memiliki pengaruh yang kuat terhadap loyalitas pelanggan. Temuan ini memberikan kontribusi teoretis dengan memperluas studi terkait loyalitas pelanggan di sektor kuliner restoran informal. Secara praktis, penelitian ini memberikan rekomendasi bagi pelaku industri untuk meningkatkan pengalaman emosional pelanggan guna memperkuat loyalitas pelanggan, terutama di kawasan dengan persaingan tinggi seperti PIK.
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This study aims to analyze the effect of service quality and brand image on customer loyalty in informal restaurants, with emotional experience as a mediating variable. The research focuses on informal restaurants in Pantai Indah Kapuk (PIK), North Jakarta, a prominent culinary destination. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed, with data collected from 214 respondents through a Likert scale based questionnaire. The findings reveal that service quality does not have a significant direct positive effect on customer loyalty. However, when mediated by emotional experience, service quality significantly influences customer loyalty. Additionally, brand image positively affects customer loyalty, both directly and indirectly through emotional experience. This study contributes novelty by examining emotional experience as a mediating variable in the context of informal restaurants. The results highlight that service quality alone may not strongly influence customer loyalty, presenting a new theoretical gap. Practically, the study provides insights for industry practitioners to enhance customer emotional experiences to foster loyalty, particularly in competitive culinary hubs like PIK.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Gunawan, Mercya Mollisca NIM01541210122 ciaacomel19@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Goeltom, Vasco A.H. NIDN0321037801 vasco.goeltom@uph.edu Thesis advisor Yuliantoro, Vincentius Nonot NIDN0317077101 nonot.yuliantoro@uph.edu |
Uncontrolled Keywords: | kualitas layanan; citra merek; pengalaman emosional; loyalitas pelanggan; restoran informal; service quality; brand image; emotional experience; customer loyalty; informal dining. |
Subjects: | T Technology > TX Home economics > TX 901-953 Hospitality Industry |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management |
Depositing User: | Stefanus Tanjung |
Date Deposited: | 23 Apr 2025 11:39 |
Last Modified: | 23 Apr 2025 11:39 |
URI: | http://repository.uph.edu/id/eprint/68200 |