PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS YANG DI MEDIASI KEPUASAN PELANGGAN
(Studi Kasus Pelanggan WHOPPER Burger King Thamrin City)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Dinda laraswati, Pradita
Subject
Manajemen Pemasaran
Datestamp
2021-12-11 03:58:15
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, kualitas produk terhadap loyalitas yang di mediasi kepuasan pelanggan Burger King Tahmrin City Jakarta dan pengaruh tidak langsung kualitas pelayanan terhadap loyalitas yang di mediasi kepuasan pelanggan, pengaruh kualitas produk terhadap loyalitas yang di mediasi kepuasan pelanggan. Strategi penelitian yang digunakan yaitu strategi asosiatif. Populasi pada penelitian ini adalah konsumen Burger King yang berada di Thamrin City. Sampel yang diambil sebanyak 100 responden dengan kriteria yaitu konsumen yang membeli WHOPPER di Burger King Thamrin City. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan instrumen pengumpulan data berupa kuesioner. Data yang diambil adalah data primer. Penelitian ini menggunakan path analysis dengan metode Partial Least Square yaitu menggunakan warpPLS 6.0. Hasil penelitian menyatakan, kualitas pelayanan, kualitas produk dan kepuasan pelanggan berpengaruh positif terhadap loyalitas. Kualitas pelayanan berpengaruh positif terhadap kepuasan pelanggan. Kualitas produk berpengaruh positif terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif terhadap loyalitas. Untuk efek mediasi, kepuasan pelanggan memediasi kualitas pelayanan terhadap loyalitas dan kepuasan pelanggan memediasi secara penuh kualitas produk terhadap loyalitas. Kata Kunci : Kualitas Pelayanan, Kualitas Produk, Kepuasan Pelanggan, Loyalitas. ABSTRACT The purpose of this research is to know the effect of service quality, product quality on loyalty mediated by customer satisfaction Burger King Thamrin City Jakarta, and the indirect influence of service quality on loyalty through customer satisfaction, the influence of product quality on loyalty through customer satisfaction. The research strategy used is associative strategy. The population in this Burger King consumers who are in Thamrin City. Samples were taken as many as 100 respondents with criteria, consumers who bought WHOPPER at Burger King Thamrin City. The sampling technique used was purposive sampling with data collection instruments in the form of questionnaires. The data taken is primary data. This study uses path analysis with the Partial Least Square method using warpPLS 6.0. The result of the study conclude, service quality, product quality and customer satisfaction have a positive effect on loyalty. Service quality has a positive effect on customer satisfaction. Product quality has a positive effect on customer satisfaction. Customer satisfaction has a positive effect on loyalty. For mediating effects, the customer satisfaction a variable that mediates the service quality on customer loyalty and customer satisfaction a variable that mediates product quality on customer loyalty. Keywords : Service Quality, Product Quality, Customer Satisfaction, Loyalty.
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, kualitas produk terhadap loyalitas yang di mediasi kepuasan pelanggan Burger King Tahmrin City Jakarta dan pengaruh tidak langsung kualitas pelayanan terhadap loyalitas yang di mediasi kepuasan pelanggan, pengaruh kualitas produk terhadap loyalitas yang di mediasi kepuasan pelanggan. Strategi penelitian yang digunakan yaitu strategi asosiatif. Populasi pada penelitian ini adalah konsumen Burger King yang berada di Thamrin City. Sampel yang diambil sebanyak 100 responden dengan kriteria yaitu konsumen yang membeli WHOPPER di Burger King Thamrin City. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan instrumen pengumpulan data berupa kuesioner. Data yang diambil adalah data primer. Penelitian ini menggunakan path analysis dengan metode Partial Least Square yaitu menggunakan warpPLS 6.0. Hasil penelitian menyatakan, kualitas pelayanan, kualitas produk dan kepuasan pelanggan berpengaruh positif terhadap loyalitas. Kualitas pelayanan berpengaruh positif terhadap kepuasan pelanggan. Kualitas produk berpengaruh positif terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif terhadap loyalitas. Untuk efek mediasi, kepuasan pelanggan memediasi kualitas pelayanan terhadap loyalitas dan kepuasan pelanggan memediasi secara penuh kualitas produk terhadap loyalitas. Kata Kunci : Kualitas Pelayanan, Kualitas Produk, Kepuasan Pelanggan, Loyalitas. ABSTRACT The purpose of this research is to know the effect of service quality, product quality on loyalty mediated by customer satisfaction Burger King Thamrin City Jakarta, and the indirect influence of service quality on loyalty through customer satisfaction, the influence of product quality on loyalty through customer satisfaction. The research strategy used is associative strategy. The population in this Burger King consumers who are in Thamrin City. Samples were taken as many as 100 respondents with criteria, consumers who bought WHOPPER at Burger King Thamrin City. The sampling technique used was purposive sampling with data collection instruments in the form of questionnaires. The data taken is primary data. This study uses path analysis with the Partial Least Square method using warpPLS 6.0. The result of the study conclude, service quality, product quality and customer satisfaction have a positive effect on loyalty. Service quality has a positive effect on customer satisfaction. Product quality has a positive effect on customer satisfaction. Customer satisfaction has a positive effect on loyalty. For mediating effects, the customer satisfaction a variable that mediates the service quality on customer loyalty and customer satisfaction a variable that mediates product quality on customer loyalty. Keywords : Service Quality, Product Quality, Customer Satisfaction, Loyalty.
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