ANALISIS PENGARUH KUALITAS MAKANAN, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN
PELANGGAN DAN NIAT BERKUNJUNG KEMBALI
(Studi Kasus Waroeng Spesial Sambal di Surakarta)
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Institusion
IAIN Surakarta
Author
Zana, Elvatinia
Drs. H., Sri Walyoto, M.M., Ph.D
Drs. H., Sri Walyoto, M.M., Ph.D
Subject
304 Factors affecting social behavior
Datestamp
2017-10-16 03:00:43
Abstract :
ABSTRAK Tujuan penelitian ini adalah mengetahui pengaruh kualitas makanan, kualitas pelayanan, harga terhadap kepuasan pelanggan, dan mengetahui pengaruh kepuasan pelanggan terhadap niat berkunjung kembali. Penelitian ini menggunakan metode kuantitatif asosiatif dengan pendekatan statistik. Populasi adalah pengunjung Warung Spesial Sambal Surakarta, sampel diambil sebanyak 100 responden dengan teknik purposive sampling. Pengumpulan data melalui kuesioner skala Likert 1-5 skala, teknik analisis data menggunakan uji instrument, uji asumsi klasik dan uji hipotesis. Hasil penelitian menunjukkan bahwa kualitas makanan, kualitas pelayanan, harga berpengaruh positif signifikan terhadap kepuasan pelanggan, kemudian kepuasan pelanggan berpengaruh positif signifikan terhadap niat berkunjung kembali di Warung Spesial Sambal Surakarta. Kata Kunci : kualitas makanan, kualitas pelayanan, harga, kepuasan pelanggan dan niat berkunjung kembali.   ABSTRACT The purpose of this research is to know the effect of food quality, service quality, price to customer satisfaction, and to know the effect of customer satisfaction on return visit intention. This research uses associative quantitative method with statistical approach. The population is a visitor Waroeng Spesial Sambal Surakarta, samples taken as many as 100 respondents with purposive sampling technique. Data collection through Likert scale questionnaire 1-5 data analysis technique using instrument test, classical assumption test and hypothesis test. The results showed that the quality of food, quality of service, price have a significant positive effect on customer satisfaction, then customer satisfaction has a significant positive effect on the intention of paying a visit at Waroeng Spesial Sambal Surakarta. Keywords: food quality, service quality, price, customer satisfaction and return visit intention.
ABSTRAK Tujuan penelitian ini adalah mengetahui pengaruh kualitas makanan, kualitas pelayanan, harga terhadap kepuasan pelanggan, dan mengetahui pengaruh kepuasan pelanggan terhadap niat berkunjung kembali. Penelitian ini menggunakan metode kuantitatif asosiatif dengan pendekatan statistik. Populasi adalah pengunjung Warung Spesial Sambal Surakarta, sampel diambil sebanyak 100 responden dengan teknik purposive sampling. Pengumpulan data melalui kuesioner skala Likert 1-5 skala, teknik analisis data menggunakan uji instrument, uji asumsi klasik dan uji hipotesis. Hasil penelitian menunjukkan bahwa kualitas makanan, kualitas pelayanan, harga berpengaruh positif signifikan terhadap kepuasan pelanggan, kemudian kepuasan pelanggan berpengaruh positif signifikan terhadap niat berkunjung kembali di Warung Spesial Sambal Surakarta. Kata Kunci : kualitas makanan, kualitas pelayanan, harga, kepuasan pelanggan dan niat berkunjung kembali.   ABSTRACT The purpose of this research is to know the effect of food quality, service quality, price to customer satisfaction, and to know the effect of customer satisfaction on return visit intention. This research uses associative quantitative method with statistical approach. The population is a visitor Waroeng Spesial Sambal Surakarta, samples taken as many as 100 respondents with purposive sampling technique. Data collection through Likert scale questionnaire 1-5 data analysis technique using instrument test, classical assumption test and hypothesis test. The results showed that the quality of food, quality of service, price have a significant positive effect on customer satisfaction, then customer satisfaction has a significant positive effect on the intention of paying a visit at Waroeng Spesial Sambal Surakarta. Keywords: food quality, service quality, price, customer satisfaction and return visit intention.
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