Peran Customer Satisfaction dalam Memediasi Service Quality dan Price Perception terhadap Customer Loyalty Pizza Hut
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Abstract
Makanan cepat saji telah muncul sebagai jawaban favorit terhadap permintaan konsumen saat ini. Makanan cepat saji atau fastfood adalah jenis makanan yang diproduksi secara massal dan dirancang untuk dijual secara komersial. Pizza Hut dipilih sebagai objek penelitian karena merupakan salah satu jaringan restoran cepat saji terkemuka di Indonesia dengan basis pelanggan yang luas di Jakarta, yang memungkinkan penelitian ini mendapatkan sampel representatif terkait perilaku pelanggan. Dalam industri cepat saji kualitas makanan, kualitas pelayanan, dan persepsi harga adalah faktor utama yang memengaruhi kepuasan dan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas makanan, kualitasn layanan, dan persepsi harga terhadap loyalitas pelanggan dengan mediasi kepuasan pelanggan. Populasi pada penelitian ini adalah pelanggan Pizza Hut di Jakarta dengan menggunakan sampel sebanyak 200 respoden. Teknik sampel yang digunakan pada penelitian ini non-probability sampling. Teknik analisis data yang digunakan menggunakan SMART PLS 4.0 dengan langkah pengujian analisis outer model, analisis inner model, analisi jalur, dan uji hipotesis. Teknik pengumpulan data pada penelitian ini menggunakan kuesioner. Hasil penelitian menunjukkan bahwa Hasil penelitian menunjukkan bahwa kualitas makanan, kualitas layanan, dan persepsi harga memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Penelitian ini juga mengungkap bahwa kepuasan pelanggan memediasi hubungan antara variabel-variabel tersebut dengan loyalitas pelanggan.
Fast food has emerged as a favorite answer to today's consumer demands. Fast food or fast food is a type of food that is mass produced and designed to be sold commercially. Pizza Hut was chosen as the research object because it is one of the leading fast food restaurant chains in Indonesia with a wide customer base in Jakarta, which allows this research to obtain a representative sample regarding customer behavior. In the fast food industry, food quality, service quality and price perception are the main factors that influence customer satisfaction and loyalty. This research aims to analyze the influence of food quality, service quality, and price perception on customer loyalty through the mediation of customer satisfaction. The population in this study were Pizza Hut customers in Jakarta using a sample of 200 respondents. The sampling technique used in this study was non-probability sampling. The data analysis technique used was SMART PLS 4.0 with the steps of outer model analysis, inner model analysis, path analysis, and hypothesis testing. The data collection technique in this study used a questionnaire. The results of the study showed that food quality, service quality, and price perception had a positive and significant effect on customer satisfaction, while customer satisfaction mediates the relationship between these variables and customer loyalty.
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