FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN PIZZA HUT CABANG JAKARTA
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Abstract
Food is a human need to carry out daily activities. The existence of this makes people provide a number of food choices according to consumer tastes so that they can meet their respective needs. There are many restaurants, one of which is fast food which is often visited by Indonesian people. This is because the Indonesian people who prefer instant food can save time in waiting for the food to be finished. One of the famous fast food dishes is Pizza Hut. Pizza Hut provides many facilities such as Pizza Hut, this delivery can be done through the application or via mobile phone. However, during the pandemic, Pizza Hut restaurants have decreased from year to year. This can be seen from the lack of customer satisfaction which has decreased from previous years. The purpose of this study was to determine the effect of service quality, food quality and price value ratio on customer satisfaction at Pizza Hut in Jakarta. In this study managed to collect as many as 100 respondents who had dined in at the Jakarta branch of Pizza Hut. Collecting data using a questionnaire distributed online then the data that has been collected is processed with SmartPLS version 3.3.9. The results of this study indicate that the influence of service quality, food quality and price ratio on customer satisfaction is significant and positive. This study also examines service assurance, empathy, tangible, responsiveness and reliability as dimensions of service quality.
Makanan adalah kebutuhan yang diperlukan manusia untuk menjalankan aktivitas sehari-hari. Adanya hal ini membuat masyarakat memberikan sejumlah pilihan makanan sesuai pada selera konsumen sehingga dapat memenuhi kebutuhannya masing-masing. Terdapat banyak sekali restoran salah satunya adalah hidangan cepat saji yang sering dikunjungi oleh masyarakat Indonesia. Hal ini dikarenakan masyarakat Indonesia yang lebih memilih makanan instan dengan begitu dapat menghemat waktu dalam menunggu makanan tersebut jadi. Salah satu makanan hidangan cepat saji yang terkenal adalah Pizza Hut. Pizza Hut memberikan banyak fasilitas seperti Pizza Hut pesan antar hal ini dapat dilakukan melalui aplikasi ataupun melalui telepon genggam. Namun pada masa pandemi restoran Pizza Hut mengalami penurunan dari tahun ke tahun. Hal ini dapat dilihat dari kurangnya kepuasan pelanggan yang menurun dari tahun- tahun sebelumnya. Tujuan pada penelitian ini untuk mengetahui pengaruh dari service quality, food quality dan price value ratio terhadap customer satisfaction Pizza Hut di Jakarta. Dalam penelitian ini berhasil mengumpulkan sebanyak 100 responden yang pernah dine in di Pizza Hut cabang Jakarta. Pengumpulan data menggunakan kuesioner yang disebarkan secara online kemudian data yang sudah terkumpul diolah dengan SmartPLS versi 3.3.9. Dari hasil penelitian ini menunjukan bahwa adanya pengaruh kualitas layanan, kualitas makanan dan rasio harga terhadap kepuasan pelanggan secara signifikan dan positif. Penelitian ini juga meneliti tentang service assurance, empathy, tangible, responsiveness dan reliability sebagai dimensi dari kualitas layanan.
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