Senin, 10 Desember 2012

Kepuasan Konsumen Di Industri Restoran : Ditinjau Dari Segi Kualitas Makanan, Responsivitas, Desain Fisik, Dan Harga (Studi Kasus : Restoran “X” Cabang Mall Ciputra)

oleh : M. Yudha Ghozali  & Tommy Setiawan Ruslim
(Publikasi pada : Proceeding Seminar Nasional Akuntansi - Bisnis (SNAB) 2012, 27 Maret 2012, ISSN : 2252-3936)

Abstract 
Customer satisfaction is an important part in the restaurant industry, with many factors that influence it, by conducting a similar study done by Andaleeb and Conway (2006). The authors are interested in creating a research against one of the restaurant, by taking restaurant “X” at Mall Ciputra as research material, with food quality as the independent variable (X1), responsiveness as the independent variable (X2), physical design as the independent variable (X3), and price as the independent variable (X4), to satisfaction as the dependent variable (Y). This research is done by spreading the questionnaire to 50 respondents. Through the data processing with PASW 18.00 is known that only service food quality (X1) and physical design (X3) have a significant effect on customer satisfaction (Y). Note that for 0.953 for satisfaction variation can be explained by the variable food quality, responsiveness, physical design and price.
Key words : food quality, responsiveness, physical design, price, satisfaction.


PENDAHULUAN 
Industri restoran di Indonesia sangat besar, dapat kita lihat banyaknya restoran dan penjual makanan yang ada di mana-mana. Mulai dari restoran yang mewah, sederhana, sampai pedagang kaki lima sekali pun. Bisnis makanan bisa dibilang cukup menjanjikan, tetapi persaingan yang begitu banyak, dapat membuat restoran yang kalah dalam bersaing menjadi gulung tikar. Kepuasan konsumen menjadi faktor yang sangat penting di dalam usaha restoran, tetapi sampai sejauh mana konsumen itu puas? Banyak faktor yang dapat kita teliti, berbagai penelitian dan teori mengatakan, seperti menurut Reichheld (1996), yang dikutip dari penelitian yang dilakukan oleh Dapkevicius dan Melnikas (2009), dikatakan bahwa “customer who are satisfied with a purchased product will by the same product again”, hal ini berarti kepuasan konsumen dapat juga ditentukan oleh variabel harga, karena jika konsumen merasa puas terhadap harga tersebut, maka akan melakukan pembelian produk.. ... (baca_selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
HP. 08122353284
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