Pengaruh Kualitas Makanan dan Layanan terhadap Loyalitas Melalui Kepuasan di Restoran Geprek Bensu Bojong Cengkareng
Bilah Samping Artikel
Read Counter : 40
Download : 37
Isi Artikel Utama
Abstrak
Tujuan penelitian ini adalah untuk menguji pengaruh kualitas makanan dan kualitas layanan terhadap loyalitas pelanggan, sekaligus menguji peran kepuasan pelanggan sebagai mediator antara kualitas makanan dan kualitas layanan dengan loyalitas pelanggan. Penelitian ini berfokus pada populasi yang terdiri atas 166 pelanggan Geprek Bensu Bojong Cengkareng, yang dipilih berdasarkan metode non-probability sampling dengan teknik purposive sampling. Data penelitian dikumpulkan melalui penyebaran kuesioner online menggunakan Google Forms. Data yang telah terkumpul kemudian dianalisis menggunakan metode PLS-SEM. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan, yang berarti bahwa semakin baik kualitas layanan, semakin tinggi kepuasan dan loyalitas pelanggan terhadap Geprek Bensu Bojong Cengkareng. Selain itu, kepuasan pelanggan juga berpengaruh positif terhadap loyalitas pelanggan, sehingga menegaskan pentingnya kepuasan dalam membangun hubungan jangka panjang dengan pelanggan. Namun, kualitas makanan tidak berpengaruh terhadap kepuasan pelanggan dan loyalitas pelanggan, baik secara langsung maupun melalui kepuasan pelanggan. Hasil tersebut menunjukkan bahwa faktor layanan memiliki peran lebih dominan dibandingkan kualitas makanan dalam membentuk kepuasan dan loyalitas pelanggan di restoran ini.
The purpose of this study is to examine the influence of food quality and service quality on customer loyalty, as well as to analyze the role of customer satisfaction as a mediator between food quality and service quality with customer loyalty. This research focuses on a population consisting of 166 customers of Geprek Bensu Bojong Cengkareng, selected using a non-probability sampling method with a purposive sampling technique. The research data was collected through an online questionnaire distributed via Google Forms. The collected data was then analyzed by using the PLS-SEM method. The results of the study show that service quality has a positive and significant influence on customer satisfaction and customer loyalty. This indicates that the better the service quality provided, the higher the level of customer satisfaction and loyalty to Geprek Bensu Bojong Cengkareng. Additionally, customer satisfaction has a positive influence on customer loyalty, emphasizing the importance of satisfaction in building long-term relationships with customers. However, food quality does not have an impact on customer satisfaction or customer loyalty, either directly or through customer satisfaction. This finding suggests that service quality plays a more dominant role than food quality in shaping customer satisfaction and loyalty at this restaurant.
Rincian Artikel
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
Referensi
Al-Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23), 129-139. https://doi.org/10.5539/ass.v11n23p129
Anggraeni, D. P., Kumadji, S., & Sunarti. (2016). pengaruh kualitas produk terhadap kepuasaan dan loyalitas pelanggan. Jurnal Administrasi Bisnis, 37(1), 171-177.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
Familiar, K., & Maftukhah, I. (2015). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasaan Pelanggan. Management Analysis Journal, 4(4), 348-354.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/eum0000000004784
Guido, G. (2015). Customer satisfaction. Wiley Encyclopedia of Management, 1-8. https://doi.org/10.1002/9781118785317.weom090287
Hartadijaya, J., & Lego, Y. (2023). Faktor-faktor yang mempengaruhi kepuasan konsumen Mixue Taman Ratu di Jakarta Barat. Jurnal Manajerial dan Kewirausahaan, 5(2), 501-510. https://doi.org/10.24912/jmk.v5i2.23421
Hutomo, A. G. (2011). Pengaruh Kualitas Produk Dan Tingkat Kepuasaan Konsumen Terhadap Loyalitas Pelanggan Pada Produk Makanan Tela Krezz Cabang Bekasi. Jurnal Manajemen, 2(2), 1-8.
Juliana, J. & Keni, K. (2020). Prediksi kualitas pelayanan dan kepercayaan terhadap loyalitas pelanggan: kepuasan pelanggan sebagai variabel mediasi. Jurnal Manajerial dan Kewirausahaan, 2(1), 110-121. https://doi.org/10.24912/jmk.v2i1.7451
Karki, D., & Panthi, A. (2018). How Food Quality, Price, Ambiance and Service Quality Effects Customer Satisfaction: A study on Nepalese Restaurants in Finland. Bachelor’s Thesis Degree Program in Tourism And Hospitality Management, 1-38.
Lin, J. L., Ling, H. L., Liem, G. S., Batul, M. A., Binti Shamsudin, N. A., Binti Zainal Abidin, N. A., Bt. Mohd. Farid, N. A., Binti Mohd. Shuhaimi, N. A.,
Kurniawan, E., Dutta, D., & Hasani, B. K. (2023). Service quality on customer satisfaction and its impact on customer loyalty at KFC in South and Southeast Asia. International Journal of Tourism and Hospitality in Asia Pasific, 6(3), 42-56. https://doi.org/10.32535/ijthap.v6i3.2593
Nguyen, C., Nguyen, D., & Do, T. (2019). The determinants of customer satisfaction in fast food industry. Humanities and Social Science Research, 2(2), p1. https://doi.org/10.30560/hssr.v2n2p1
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33. https://doi.org/10.2307/1252099
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201-230. https://doi.org/10.1016/0022-4359(94)90033-7
Rahman, M., Hossain, I., Mitu, F., Mustafi, M., & Miah, M. (2017). An Examination of the Effects of Customer Expectation, Perceived Quality, and Customer Satisfaction on Customer Loyalty: A Case Study on KFC Restaurant. International Journal of Engineering and Applied Sciences, 4(2), 58-64.
Ryu, K., Lee, H., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223. https://doi.org/10.1108/09596111211206141
Sambodo Rio Sasongko. (2021). Faktor-faktor kepuasan pelanggan Dan loyalitas pelanggan (Literature review manajemen pemasaran). Jurnal Ilmu Manajemen Terapan, 3(1), 104-114. https://doi.org/10.31933/jimt.v3i1.707
Shartykarini, S., Firdaus, R., & Rusniati. (2016). Pengaruh Harga, Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasaan Pelanggan Dalam Membentuk Loyalitas Pelanggan (Studi Pengunjung Cafe Di Banjarbaru). Jurnal Wawasan Manajemen, 4(1), 39-52.
Sholikhah, A. F., & Hadita, H. (2023). Pengaruh kualitas layanan, kualitas produk Dan harga terhadap loyalitas pelanggan melalui kepuasan pelanggan Mie gacoan Di Bekasi Timur. Jurnal Economina, 2(2), 692-708. https://doi.org/10.55681/economina.v2i2.352
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
Vaclavik, V. A., & Christian, E. W. (2007). Essentials of food science. Springer Science & Business Media.
Yang, Y., Wei, L., & Pei, J. (2019). Application of Bayesian modelling to assess food quality & safety status and identify risky food in China market. Food Control, 100, 111-116. https://doi.org/10.1016/j.foodcont.2019.01.010
Zamani, N., Bahrom, N. A., Meor Fadzir, N. S., Mohd Ali, Mohd Fauzy, N. S., Anuar, N. F., Rosman, S. A., Sivam, S., Muthutamilselvan, K., & Isai, K. I. (2020). A study on customer satisfaction towards ambiance, service and food quality in Kentucky Fried Chicken (KFC), Petaling Jaya. Malaysian Journal of Social Sciences and Humanities, 5(4), 84-96. https://doi.org/10.47405/mjssh.v5i4.390