PENGARUH KUALITAS LAYANAN DAN KEPUASAN PELANGGAN PADA LOYALITAS PELANGGAN DI RESTORAN PIZZA E-BIRRA

  • Cynthia Anna Wijayanti Fakultas Ekonomi Universitas Pelita Harapan

Abstract


The purpose of this research is to examine the influence and relationship of Service Quality, Brand Loyalty and Customer’s Satisfaction as an intervening variable. The subject of the research is Indonesian-based local restaurant Pizza E-Birra under the management of Ismaya Group. The research is based on quantitative research with non-probability purposive sampling as the sampling technique and the data will be analysed using SEM Structural Equation Model with Smart PLS 3.0 as analysis tool.The research is using 5 dimensions of Service Quality, which are Physical Evidence (Tangible), Empathy, Reliability, Responsiveness and Assurance as the independent variable and its impact toward Brand Loyalty as dependent variable and also measuring the Customer Satisfaction as an intervening variable. The result show that all the hypotheses are accepted and some managerial implications needs to be done for management of Pizza E-Birra to improve their Service Quality which leads to their customer satisfaction overall for the dining experience hence will increase the level of brand loyalty among its patronage in the future ultimately.


Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Kualitas Layanan (Service Quality) yang mempengaruhi Loyalitas Merek (Brand Loyalty) secara langsung dan pengaruhnya jika dimediasi oleh Kepuasan Pelanggan (Customer’s Satisfaction). Subyek penelitian ini adalah restoran lokal Indonesia Pizza E-Birra dibawah kepemilikan manajemen grup Ismaya. Penelitian kuantitatif ini menggunakan teknik pengambilan sampel Non-Probability Purposive Sampling dan data kuesioner akan dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan program SmartPls.. Penelitian ini menggunakan 5 dimensi dari Kualitas Layanan (Service Quality) yaitu : Physical Evidence (Tangible), Empathy, Reliability, Responsiveness dan Assurance, serta faktor Kepuasan Pelanggan (Customer’s Satisfaction) sebagai variabel mediasi, semuanya akan diteliti secara simultan untuk membuktikan ada atau tidaknya pengaruh variabel bebas dan mediasi tersebut  dalam mempengaruhi Loyalitas Merek (Brand Loyalty) pada restoran Pizza E Birra. Hasil menunjukkan bahwa ketiga hipotesa yang diajukan didukung, artinya Kualitas Layanan berpengaruh positif terhadap Loyalitas Merek, Kualitas layanan berpengaruh positif terhadap kepuasan dan yang terakhir Kualitas layanan berpengaruh pada loyalitas merek dengan mediasi kepuasan, dengan beberapa masukan kepada management Pizza E-Birra , untuk lebih memperbaiki tingkat kualitas layanan, yang berdampak pada kepuasan pelanggan yang akhirnya akan mempengaruhi tingkat loyalitas merek atas restoran Pizza E-Birra.

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Published
2020-02-28
How to Cite
WIJAYANTI, Cynthia Anna. PENGARUH KUALITAS LAYANAN DAN KEPUASAN PELANGGAN PADA LOYALITAS PELANGGAN DI RESTORAN PIZZA E-BIRRA. Klabat Journal of Management, [S.l.], v. 1, n. 1, p. 11-42, feb. 2020. ISSN 2722-726X. Available at: <http://ejournal.unklab.ac.id/index.php/kjm/article/view/447>. Date accessed: 09 july 2020. doi: https://doi.org/10.31154/kjm.v1i1.447.11-42.