Analisis Pengaruh Service Quality, Visibility, Access To Service, Perceived Value Dan Customer Satisfaction pada Customer Loyalty Terhadap Restoran Cepat Saji
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana dampak yang mempengaruhi loyalitas pelanggan oleh kepuasan pelanggan yang disebabkan oleh faktor-faktor seperti service quality, visibility, access to service dan perceived value. Objek penelitian yang di ambil adalah hal yang sudah menjadi gaya hidup atau melekat pada masyarakat dan menjadi kebiasaan untuk dikunjungi dikala akhir pekan maupun disaat butuh makanan cepat yaitu restoran cepat saji seperti Mc. Donald, KFC, Pizza Hut, A&W di Indonesia. Restoran cepat saji selalu menjadi tujuan untuk orang-orang yang sibuk ditengah aktivitas bekerja karena mudah dan praktis untuk mendapatkan makanan tanpa harus meluangkan waktu untuk memasak sendiri, tak hanya itu cita rasa yang diberikan pun cocok dilidah banyak orang. Penelitian dilakukan untuk melihat seberapa besar pengaruh kepuasan pelanggan dengan berbagai faktor yang pada akhirnya memunculkan kesetiaan pada si pelanggan terhadap suatu restoran cepat saji. Penelitian dilakukan dibeberapa restoran cepat saji di Kota Batam. Metode pengambilan sampel adalah dengan menyebarkan kuesioner melalui google form dan terdapat 265 responden. Ditemukan hasil bahwasannya faktor-faktor service quality, visibility, access to service, perceived value berdampak signfikan positif terhadap kepuasan pelanggan dan dari kepuasan pelanggan pun menghasilkan dampak yang signifikan positif terhadap kesetiaan pelanggan.
Kata Kunci: Service Quality, Visibility, Access to Service, Perceived value, Customer Satisfaction, Customer Loyalty
Abstract
This study aims to determine how the impact that affects customer loyalty by customer satisfaction is caused by factors such as service quality, visibility, access to service and perceived value. The object of research taken is something that has become a lifestyle or attached to the community and becomes a habit to visit on weekends or when you need fast food, namely fast food restaurants such as Mc. Donald, KFC, Pizza Hut, A&W in Indonesia. Fast food restaurants have always been a destination for busy people in the midst of work activities because it is easy and practical to get food without having to take the time to cook it yourself, not only that, the taste given is also suitable for many people's tongues. The study was conducted to see how much influence customer satisfaction has with various factors that ultimately lead to customer loyalty to a fast food restaurant. The research was conducted in several fast food restaurants in Batam City. The sampling method is by distributing questionnaires through google form and there are 265 respondents. It was found that the factors of service quality, visibility, access to service, perceived value had a significant positive impact on customer satisfaction and from customer satisfaction also produced a significant positive impact on customer loyalty.
Keywords: Service Quality, Visibility, Access to Service, Perceived value, Customer Satisfaction, Customer Loyalty
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DOI: https://doi.org/10.37531/sejaman.v4i3.2537
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