FAKTOR-FAKTOR YANG MEMPENGARUHI KESETIAAN PELANGGAN RESTORAN CEPAT SAJI DI JAKARTA: KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI
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Abstract
Waralaba (franchise) merupakan sebuah strategi bisnis yang populer di Indonesia. Salah satu bisnis tersebut di Indonesia adalah salah satu restoran cepat saji berskala internasional yang menawarkan makanan cepat saji, seperti ayam goreng dan kentang. Namun, walaupun restoran tersebut sudah dikenal oleh masyarakat, tetapi dalam beberapa tahun terakhir, bisnis franchise di bidang makanan meningkat dengan pesat, sehingga menyebabkan tingginya persaingan. Oleh sebab itu, kesetiaan pelanggan menjadi sebuah faktor yang esensial untuk mempertahankan keberlangsungan franchise tersebut. Penelitian ini bertujuan untuk menguji pengaruh citra merek dan pengalaman pelanggan terhadap kesetiaan pelanggan restoran cepat saji di Jakarta, serta menguji kepuasan pelanggan sebagai variabel mediasi. Desain penelitian yang digunakan merupakan penelitian deskriptif dengan pendekatan cross-sectional. Populasi penelitian yang digunakan pada penelitian ini adalah seluruh pelanggan salah satu restoran cepat saji di Jakarta. Metode pemilihan sampel yang digunakan pada penelitian ini adalah metode nonprobabilitas dengan teknik convenience sampling. Jumlah sampel yang diambil dalam penelitian ini adalah 150 orang. Kemudian, data diolah menggunakan aplikasi SmartPLS dengan teknik analisis data SEM (structural equation model). Hasil penelitian ini menunjukkan bahwa citra merek dan pengalaman pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, citra merek dan pengalaman pelanggan berpengaruh positif dan signifikan terhadap kesetiaan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap kesetiaan pelanggan, dan kepuasan pelanggan dapat memediasi secara positif dan signifikan pengaruh citra merek dan pengalaman pelanggan terhadap kesetiaan pelanggan.
Franchising is a popular business strategy in Indonesia. One of the popular franchise businesses in Indonesia is an international fast-food restaurant, which offers fast food, such as fried chicken and potato. However, although the restaurant is well known to the public, in recent years, the franchise business in the food sector has increased rapidly, resulting in high competition. Therefore, customer loyalty is an essential factor for the franchise’s sustainability. This research aims to examine the influence of brand image and customer experience on fast-food restaurant customer loyalty in Jakarta and the mediating role of customer satisfaction. The research design used is descriptive research with a cross-sectional approach. The research population used in this research is all customers of a fast-food restaurant in Jakarta. The sample selection method used in this research is non-probability methods and convenience sampling techniques. The number of samples taken in this research was 150 people. Then, the data collected was processed by using the SmartPLS software with SEM (structural equation model) data analysis techniques. This result of this research showed that brand image and customer experience have a positive and significant effect on customer satisfaction, brand image and customer experience have a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and customer satisfaction can significantly mediate the influence of brand image and customer experience on customer loyalty.
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