Analisis kepuasan dan loyalitas pelanggan restoran XYZ di Jabodetabek

Kristiawan, Yudhy (2020) Analisis kepuasan dan loyalitas pelanggan restoran XYZ di Jabodetabek. Masters thesis, IPB University.

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Abstract

Along with the increasing number of asian fast food restaurants, the level of competition has also increased. Owners and managers of Asian fast food restaurant businesses are required to provide quality services and products according to consumer needs in order to maintain their existence. Owners and managers of Asian fast food restaurants need to know the factors that influence customer satisfaction, including service quality and product quality. The quality of services and products as well as perceived value is closely related to customer satisfaction and loyalty. Therefore, it requires quality restaurant services and products as well as high value for the products and services provided. High product and service quality generate high customer satisfaction as well. Customer perceptions of the quality of products and services obtained determine customer satisfaction. The quality of services and products as well as value for money is able to make the costumer satisfied and returned to the restaurant, and even buy more products and recommend to the people closest to them. Customer satisfaction, trust and loyalty are important indicators for a company to survive in the market. Fulfilling customer needs and desires is one of the company's commitments needed to maintain customer loyalty. Based on this, research needs to be conducted to find out how the behavior and patterns of customer decision making in choosing XYZ restaurants; what is the level of customer satisfaction and loyalty at XYZ restaurant; and what are the key factors affecting customer satisfaction and loyalty. This study will provide important input for the XYZ restaurant management in facing competition in the food and beverage business. Utilization of data and information is important, especially those related to consumer characteristics, relationships and factors that affect customer satisfaction and loyalty. This research was conducted at XYZ restaurant located in Jabodetabek. The data collection was carried out for 2 months, starting from July to August 2018. The sample selection in this study used a convenience sampling technique with a sample size n = 383 respondents. The data collected in this study are primary data obtained through direct interviews with customers at the research location through the use of questionnaires. This study uses structural equation modeling (SEM) analysis assisted by Lisrel software. SEM analysis is based on confirmatory factor analysis (CFA). SEM is a model of relationship structure that forms or explains causality between factors. Information about the customer satisfaction index (CSI) and the customer loyalty index (CLI) is also presented in this study. Measurement of the customer satisfaction index aims to determine the overall level of customer satisfaction by looking at the level of importance of the product / service attributes. Meanwhile, the customer loyalty index produces a description of the relationship between customers and the products and /or services consumed by customers. Demographic analysis was conducted to determine the characteristics of XYZ restaurant customers and be part of the process of understanding XYZ restaurant market segmentation that needs to be developed in the future. The majority of XZY restaurant customers are female customers (71.8%). In terms of age, the majority of customers fall into the age group 17 to 35 years (70.5%). Most of the customers (59.3%) are single. From their educational background, about half of the customers have a high school education level (50.7%). About 43.3 percent of XYZ restaurant customers work as employees. In terms of routine expenses, 47.0 percent of XYZ restaurant customers have expenses of around IDR 1,250,000 to 5,000,000. Based on the results of the SEM analysis method, the RMSEA value obtained in this study was 0.00 so that the model in this study was categorized as good fit (RMSEA <0.08). SEM analysis not only produces model fit but also informs about measurement model fit. The indicator variable of a latent variable is stated to be consistent or reliable if it has a value of construct reliability (CR) ≥ 0.70 and a value of variance extracted (VE) ≥ 0.50. All indicator variables of each latent variable show a CR value of more than 0.70. There is not a single VE value that is lower than 0.50. This means that all indicator variables can consistently measure the existing latent variables. The relationship between variables in this study can be determined by conducting a significance test (t-test) where the confidence level used is 95% (significance level 0.05) and a T value of 1.96. In this study, the results show that service quality and value perceived by customers have a significant effect on customer satisfaction variables, but product quality has no effect. Customer satisfaction variables have a significant effect on customer trust. Customer satisfaction and customer trust variables have a significant effect on customer loyalty variables.

Item Type: Thesis (Masters)
Uncontrolled Keywords: kualitas layanan, kualitas produk, loyalitas pelanggan, kepuasan pelanggan, kepercayaan pelanggan, dan nilai yang dirasakan, structural equation modeling, SEM, CSI, CLI, CFA. customer loyalty, customer satisfaction, customer trust, product quality, perceived value, and service quality.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 13 Jun 2022 02:13
Last Modified: 13 Jun 2022 02:13
URI: http://repository.sb.ipb.ac.id/id/eprint/3851

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