Analisis Pengaruh Atribut Restaurant Experience Dengan Faktor Mediasi Kepuasan Pelanggan Terhadap Keinginan Word of Mouth Pada Restoran XYZ

Pramadityo, Narastomo (2019) Analisis Pengaruh Atribut Restaurant Experience Dengan Faktor Mediasi Kepuasan Pelanggan Terhadap Keinginan Word of Mouth Pada Restoran XYZ. Masters thesis, Institut Teknologi Sepuluh november.

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Abstract

Kualitas sebuah restoran bagi seorang pelanggan dapat mempengaruhi consumer behavior mereka, termasuk memberikan rekomendasi dari mulut ke mulut atau yang biasa disebut Word of Mouth (WOM). Dalam persepsi seorang pelanggan, restaurant experience akan diwakili oleh 4 atribut utama yaitu kualitas makanan, kualitas pelayanan, atmosphere serta kesesuaian harga. Restoran XYZ, yang berlokasi di Surabaya, merupakan restoran jenis specialist restaurant, yang berdiri pada 2013. Nilai penjualan yang cenderung menurun menunjukkan proses pemasaran yang perlu diperbaiki. Dalam dunia jasa, khususnya pada usaha restoran, pemasaran WOM dinilai efektif dalam untuk menarik pelanggan-pelanggan untuk untuk datang. Penelitian ini dilakukan dengan mengambil beberapa sampel data sejumlah 151 data kuisoner dari pelanggan restoran. Analisa deskriptif, SEM dan pengujian faktor mediasi melalui tes sobel digunakan untuk menentukan faktor yang memiliki pengaruh positif dan signifikan terhadap keinginan WOM melalui mediasi kepuasan pelanggan. Hasil penelitian menunjukkan bahwa faktor restaurant experience: kualitas makanan, kualitas pelayanan, kesesuaian harga, berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan keinginan WOM. Kepuasan pelanggan juga dinilai signifikan dalam menjadi faktor mediasi antara variabel tersebut terhadap keinginan WOM. Berdasarkan halis penelitian, kualitas makanan dan pelayanan menjadi dua variabel yang memiliki pengaruh dengan signifikan terbesar terhadap kepuasan dan keinginan WOM. Hal tersebut menunjukkan bahwa manajerial wajib memprioritaskan dan membuat strategi pada kedua variabel tersebut agar dapat memicu kepuasan dan keinginan WOM seperti penambahan variasi makanan dan peningkatan kehandalan pelayanan. ================================================================================================ A quality of a restaurant can affect consumer behavior, include positive recommendation to other customer known as Word of Mouth (WOM). Restaurant experiences perceived by the customer, can be represented by four main attributes: food quality, service quality, atmosphere, and price fairness. XYZ restaurant located in Surabaya and built on 2013 was categorized as specialistic restaurant. The decreased of revenue in XYZ restaurant gave indication that it required an evaluation from the restaurant’s management on the marketing strategies. On service world, especially for a restaurant, WOM marketing was considered as an effective marketing method to attract new customer. This research collected 151 valid respondent data from the XYZ restaurant’s customer. Descriptive analysis, SEM, and sobel test was used on this research to determine factors that had positive and significant effects toward WOM intentions through mediation of customer satisfaction. The result of this research showed that restaurant experiences variables of food quality, service quality, and price fairness have positive and significant effect toward customer satisfaction and WOM intention. Customer satisfaction also had a positive and significant effect as the mediator from the the restaurant experiences variables toward the WOM intention Food and service quality are the most significant factors to create customer satisfaction and WOM intention based on the research result. Therefore, the management need to create and prioritize the strategies on those variabless such as additional food menu variation and increase the service reliability in order to trigger the customer satisfaction and WOM intention

Item Type: Thesis (Masters)
Additional Information: RTMT 658.834 3 Pra a-1 2019
Uncontrolled Keywords: restaurant experience, kualitas makanan, kualitas pelayanan, atmosphere, kesesuaian harga, kepuasaan pelanggan, WOM
Subjects: H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions: Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis
Depositing User: Narastomo .
Date Deposited: 04 Aug 2021 09:43
Last Modified: 04 Aug 2021 09:43
URI: https://repository.its.ac.id/id/eprint/61223

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