SARI, TRISNA (2017) PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN DALAM MEMBENTUK LOYALITAS PELANGGAN (Studi Kasus Pada Restorant Cepat Saji McDonald s Sarinah-Thamrin, Jakarta Pusat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan dalam membentuk loyalitas pelanggan McDonald’s Sarinah-Thamrin, Jakarta Pusat. Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Adapun teknik pengumpulan data dilakukan dengan teknik sample nonprobability,dengan pemilihan sampel menggunakan metode accidental sampling.Sampel sebanyak 245 responden yang merupakan Pelanggan McDonald’s Sarinah, Thamrin-Jakarta Pusat. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (Path Analysis). Analisis data dilakukan dengan menggunakan analisis Partial Lest Square dengan program SmartPLS 3.0. Hasil penelitian menunjukkan bahwa: variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap variabel kepuasan pelanggan; variabel kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan; variabel kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan; variabel kualitas produk tidak terdapat pengaruh signifikan terhadap loyalitas pelanggan; variabel kualitas pelayanan memiliki pengaruh positif dan tidak signifikan terhadap loyalitas pelanggan. Dengan demikian, sebaiknya restoran McDonald’s Sarinah-Thamrin,Jakarta Pusat terus meningkatkan kualitas pelayanan dan kualitas produk. Hal tersebut akan mampu mempengaruhi kepuasan pelanggan dan membuat pelanggan menjadi loyal.This study aimed investigate to know that influence of product quality and service quality on customer’s satisfaction in shaping customers loyalty of McDonald’s Sarinah-Thamrin, Jakarta Pusat. Research type used is exploratory research with approach quantitative descriptive. The data collection techniques done by non-probability sampling with accidental sampling method, there are 245 total samples who are the consumers of McDonald’s Sarinah-Thamrin, Jakarta Pusat. The data are collected through questionnaire. Descriptive analysis and path analysis are used as data analysis techniques. Data analysis was performed using Partial Least Square (PLS) analysis using SmartPls 3.0. The result of this research shows that:service quality has positive and significant effect on customers satisfaction; product quality has positive and significant effect on customers satisfaction; customers satisfaction has positive and significant effect on costumers loyalty; product quality has no significant effect on customer loyalty; service quality has positive and not significant effect on costumers loyalty. Thus McDonald’s Sarinah-Thamrin, Jakarta Pusat should continue to improve their service quality and product quality. So that, it will influence customers satisfaction and customers will continue to become loyal.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 17 237 |
| NIM/NIDN Creators: | 43114110323 |
| Uncontrolled Keywords: | Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan, Loyalitas Pelanggan. |
| Subjects: | 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 21 Mar 2017 16:14 |
| Last Modified: | 26 Feb 2024 04:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/33625 |
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