Pengaruh Harga, Kualitas Pelayanan, dan Store Atmosphere Terhadap Minat Beli Ulang Pada Rumah Makan Padang Basamo Greenville

Estralita, Anindya Safa (2022) Pengaruh Harga, Kualitas Pelayanan, dan Store Atmosphere Terhadap Minat Beli Ulang Pada Rumah Makan Padang Basamo Greenville. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Bisnis restoran tentunya merupakan salah satu bidang bisnis dengan persaingan yang ketat, banyak sekali restoran yang menawarkan masakan yang sama. Tingkat konsumsi masyarakat atas restoran tentunya juga tinggi. Salah satu restoran yang baru saja berdiri adalah Rumah Makan Padang Basamo, yang berdiri pada tanggal 7 Juni 2021. Rumah Basamo menjual aneka masakan Padang. Rumah Basamo berlokasi di Ruko Greenville BG 21, Jakarta Barat. Melihat ketatnya persaingan antar restoran dan kerugian pada cabang kedua, penting bagi pihak Rumah Basamo untuk memperhatikan faktor yang mempengaruhi minat beli ulang agar pelanggan melakukan pembelian ulang. Maka dari itu, penelitian ini bertujuan untuk menganalisis pengaruh dari beberapa faktor yaitu harga, kualitas layanan, dan store atmosphere terhadap minat beli ulang di Rumah Basamo Greenville. Penelitian ini menggunakan model penelitian conclusive descriptive – multiple cross sectional dengan pendekatan kuantitatif. Teknik pengolahan data yang digunakan pada penelitian ini menggunakan analisis deskriptif dan PLS-SEM. Pengumpulan data dilakukan melalui penyebaran kuisioner online yang disebarkan pada 140 responden yang berdomisili di DKI Jakarta dan pernah melakukan pembelian di Rumah Makan Padang Basamo Greenville. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan store atmosphere berpengaruh terhadap minat beli ulang, sedangkan harga tidak berpengaruh. Terdapat implikasi manajerial yang disusun untuk pihak Rumah Basamo dengan tujuan meningkatkan minat beli ulang konsumen Rumah Makan Padang Basamo Greenville.
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The restaurant business is certainly one of the business fields with intense competition, there are lots of restaurants that offer the same cuisine. The level of public consumption of restaurants is of course also high. One of the newly established restaurants is Rumah Basamo, which was established on June 7, 2021. Rumah Basamo sells a variety of Padang dishes. Rumah Basamo is located at Ruko Greenville BG 21, West Jakarta. In connection with the intense competition between restaurants and losses suffered by the second branch, it is important for Rumah Basamo to pay attention to what influences repurchase intention so consumer would repurchase. Therefore, this study aims to analyze the influence of several factors, namely price, service quality, and store atmosphere at Rumah Basamo Greenville. This study uses a descriptive conclusive research model - multiple cross sectional with a quantitative approach. The data processing techniques used in this study are descriptive analysis and PLS-SEM. Data was collected through the distribution of online questionnaires distributed to 140 respondents who live in DKI Jakarta and have purchased from Rumah Makan Padang Basamo Greenville. The result shows that service quality and store atmosphere influence repurchase intention at Rumah Makan Padang Basamo Greenville, but price doesn’t influence repurchase intention at Rumah Makan Padang Basamo Greenville. There are managerial implications that have been prepared for Rumah Basamo with the aim of increasing consumer repurchase intention at Rumah Makan Padang Basamo Greenville.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.834 2 Est p-1 2022
Uncontrolled Keywords:	Kualitas pelayanan, Store atmosphere, Minat beli ulang, PLS-SEM, Service quality, Store atmosphere, Repurchase intention
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	- Davi Wah
Date Deposited:	22 Apr 2024 08:11
Last Modified:	22 Apr 2024 08:11
URI:	http://repository.its.ac.id/id/eprint/107899

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