ANALISIS KUALITAS LAYANAN, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN MAKANAN CEPAT SAJI PADA RESTORAN MCDONALD’S SELAMA PANDEMI COVID-19 (Studi Pada McDonald’s Duta Garden di Kota Tangerang)

Desty Damayanti, Agung Hudaya

Abstract


Penelitian ini bertujuan untuk menganalisis kualitas layanan, citra merek dan kualitas produk terhadap kepuasan pelanggan makanan cepat saji pada restoran McDonald’s selama pandemi Covid-19. Objek penelitian ini adalah pelanggan McDonald’s di Duta Garden. Penelitian ini dilakukan terhadap 200 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik Non-Probability. Metode pengumpulan data menggunakan data primer, dengan instrumen penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan alat analisis Smart-PLS 3.0. Hasil dari penelitian ini, menunjukan bahwa kualitas layanan, citra merek dan kualitas produk memiliki hubungan yang signifikan terhadap kepuasan pelanggan.


Kata Kunci: Kualitas Layanan, Citra Merek, Kualitas Produk, Kepuasan Pelanggan.


Full Text:

PDF

References


Al Halbusi, H., Estevez, P. J., Eleen, T., Ramayah, T., & Hossain Uzir, M. U. (2020). The roles of the physical environment, social servicescape, co-created value, and customer satisfaction in determining tourists’ citizenship behavior: Malaysian cultural and creative industries. Sustainability (Switzerland), 12(8), 1–23. https://doi.org/10.3390/SU12083229

ACSI: McDonald’ss Customer Satisfaction In The Us Juli 2020. Retrieved Mei 13, 2021, from statista.com: https://www.statista.com/statistics/216696/McDonald’ss-customer-satisfaction-inthe-us/

Kurniawan, M. Y., & Ariyani, F. (2020). Pengaruh Brand Image Terhadap Customer Satisfaction dan Customer Loyalty (Studi Pada Rumah Makan Padang Murah). e-Repository Dosen Universitas Gajayana Malang.

Badriyah, N., Wibowo, E., & Sumaryanto, S. (2020). Meningkatkan Loyalitas Pelanggan Dengan Kekuatan Kualitas Produk Dan Kualitas Pelayanan Melalui Kepuasan Pelanggan (Survei Pada Pelanggan Jco Chinesefood And Seafood Sragen). ProBank, 5(2), 227–240. https://doi.org/10.36587/probank.v5i2.728

Widayati, C. C., Widjaja, P. H., & Arifin, A. Z. (2020). The Influence of Brand Awareness, Brand Image, and Service Quality Inflight Catering on Saudi Consumer Satisfaction Arabian Airlines. Journal of Marketing and Consumer Research. https://doi.org/10.7176/jmcr/71-01

Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585

Djumarno, D., Djamaluddin, S., Hudaya, A., & Djoko Setyo Widodo. (2020). Analysis Of Customer Loyalty Through The Fast Restaurant Customer Satisfaction Factor. Dinasti International Journal of Digital Business Management, 1(6), 966–979. https://doi.org/10.31933/dijdbm.v1i6.588

Felicia, N. (2020). Studi Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan PT. Citra Nusa Insan Cemerlang (CNI) untuk Kategori Produk Food. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(1), 54. https://doi.org/10.24912/jmbk.v4i1.6799

Ghozali. (2014). Structural Equation Modeling (Metode Alternatif dengan Partial Least Squares (PLS) dilengkapi Software Smartpls 3.0. Badan Penerbit Universitas Diponegoro. Ghozali & Latan. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Semarang

Ghozali , I., & Hengky , L. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. Semarang: BP Undip.

Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS) (4 ed.). Semarang: Badan Penerbit Universitas Diponegoro.

Hanafi, Widyawati, R., & Widowati, A. S. (2021). Effect of service quality and online servicescape toward customer satisfaction and loyalty mediated by perceived value. IOP Conference Series: Earth and Environmental Science, 704(1). https://doi.org/10.1088/1755-1315/704/1/012011

Hamdan, H. (2018). Kepuasan dan loyalitas pelanggan my permata wisata : servqual model. Jurnal Ilmiah Manajemen dan Bisnis, 4(2), 198-214. http://dx.doi.org/10.22441/jimb.v4i2.3979

Harry, T. (2021). Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Harga Terhadap Loyalitas Melalui Kepuasan Pelanggan (Studi Konsumen Mc Donald’s di Kelurahan Rawajati).

Hair et al. 2014. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM. SAGE Publications, Inc. California.USA.

Hair et al. 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) 2th Edition. Los Angeles, London, New Delhi, Singapore, Washington DC, Melbourne SAGE.

Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). USA: SAGE Publication, Inc.

Hisyam, F., & Suryani, T. (2020). The effect of social media marketing activities, brand image, customer satisfaction on Shopee customer loyalty in Surabaya city. The 2nd International Conference on Business and Banking Innovations (ICOBBI), 44–49. http://pascasarjana.perbanas.ac.id/

Hudaya, A. (2020). Analysis Of Customer Loyalty Through Customer Satisfaction In Kedai Coffee (Case Study of SMEs in Jakarta Indonesia). 1(6). https://doi.org/10.31933/DIJMS

Hudaya, A., Djumarno, D., & Djubaedah, S. (2021). Analysis Of Factors Affecting Customer Satisfaction To Get Customer Loyalty. 2(5). https://doi.org/10.31933/dijdbm.v2i5

Hudaya, A., Djumarno, D., & Djubaedah, S. (2021). The Influence Of Service Quality And Product Quality On Customer Satisfaction That Implications On Repurchase Interest. 3(1). https://doi.org/10.31933/dijms.v3i1

Husain, T., & Sani, A. (2020). Kepuasan Pelanggan Toko Online Yang Dipengaruhi Kualitas Produk Dan Layanan. Jitk (Jurnal Ilmu Pengetahuan Dan Teknologi Komputer), 5(2), 291–296. https://doi.org/10.33480/jitk.v5i2.614

Indonesia Top 10 Restaurants In Jabodetabek Juni 2018. Retrieved Mei 13, 2021, from statista.com:https://www.statista.com/statistics/869060/indonesia-top-10-restaurants-in-jabodetabek/

Juliana, Amelda Pramezwary, Triratnasari Tanzil, S., Angelina, V., &

Wibowo Wahyuhadi Putro, W. (2021). Analisis Kualitas Layanan dan Servicescape Terhadap Kepuasan Pelanggan Mcdonald’s Selama Covid-19. Jurnal Indonesia Sosial Sains, 2(2), 275–288. https://doi.org/10.36418/jiss.v2i2.191

Kotler & Amstrong (2017). Manajemen Pemasaran, Analisis Perencanaan, Jilid 2. PT. Prenhallindo, Jakarta.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th. Global ed.). England: Pearson Education.

Kotler, Philip dan Amstrong, Gary, (2014), Principles of Marketin, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta: Erlangga.

Natal Indra, A. O. S. U. (2021). 1384-1-2322-1-10-20210205. Akrab Juara, 6.

Noor, Juliansyah. 2014. Metodologi Penelitian. Jakarta: Kencana Prenada Media Group

Nugraheny, D. E. (2020). Data Kependudukan 2020: Penduduk Indonesia 268.538.016 Jiwa.

MCD Revenues. Retrieved Mei 13, 2021, from ycharts.com: https://ycharts.com/companies/MCD/revenues

Philip Kotler, Kevin Lane Keller (2016). Marketing Management (15th ed.). Person Education.

Restoran Fast Food Teens Februari 2020. Retrieved Mei 13, 2021, from topbrand-award.com: https://www.topbrand-award.com/en/2020/02/restoran-fastfood-teens-2020/

Riadi, Y. (2020). Transaksi Non-Tunai Mcdonald’s Via Youtap Naik 4 Kali Lipat. https://selular.id/2020/04/transaksi-non-tunai-mcdonalds-via-youtap-naik-4-kali-lipat/.

Ruliarto, H. R. (2020). 186-Karya Ilmiah Dosen-565-1-10-20210115. Majalah Ilmiah Panorama Nusantara, 15.

Rusmahafi, F. A., & Wulandari, R. (2020). The Effect Of Brand Image, Service Quality, And Customer Value On Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939

Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach (7 Ed.). John Wiley & Sons.

Shabbir, S. A. (2020). Impact Of Service Quality And Brand Image On Brand Loyalty: The Mediating Role Of Customer Satisfaction. Eurasian Journal of Social Sciences, 8(2), 75–84. https://doi.org/10.15604/ejss.2020.08.02.004

Sudaryono. (2017). Metodelogi Penelitian. Jakarta: PT. RajaGrafindo Persada.

Sugiyono. (2017). Metodelogi Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: PT Alfabeta.

Sulistiani, S. (2021). Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan Pada Kentucky Fried Chicken (KFC) Cabang Meruya. Journal of Economic, Management, Accounting and Technology, 4(1), 15–21. https://doi.org/10.32500/jematech.v4i1.1443

Suyono, Halim, M. P., Mukhsin, & Akri, P. (2019). Analysis Of The Effect Of Service Quality, Product Quality, and Price On Costumer Satisfaction At McDonald’s Pekanbaru. Jurnal Akuntansi Dan Bisnis, 4(1), 70–84. http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/KURS/index

Woen, N. G., & Santoso, S. (2021). Pengaruh Kualitas Layanan, Kualitas Produk, Promosi, dan Harga Normal terhadap Kepuasan dan Loyalitas Konsumen. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 10(2), 146. https://doi.org/10.30588/jmp.v10i2.712

Yusra, Y., Agus, A., Tinggi Ilmu Ekonomi Sabang, S., & Aceh, B. (2019). The Influence of Online Food Delivery Service Quality on Customer Satisfaction and Customer Loyalty: The Role of Personal Innovativeness. In Journal of Environmental Treatment Techniques (Vol. 2020, Issue 1). https://www.researchgate.net/publication/339551642

Tjiptono, (2016). Kepuasan Pelanggan. Candrianto, ST. M.Pd. 2021

Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penarapan, Penelitian. Andi Offset.

Wydyanto, W., & Hamdan, H. (2020). The role of service quality on consumer satisfaction. Dinasti International Journal of Management Science, 1(4), 585-597. https://doi.org/10.31933/dijms.v1i4.197

Wika Rinawati Prihatuti Ekawatiningsih. Manajemen Pelayanan Makanan dan Minuman. (17 Desember 2020) Retrieved Mei 13, 2021, from google.co.id/books/edition: https://www.google.co.id/books/edition/Manajemen_Pelayanan_Makanan_dan_Minuman/iKQPEAAAQBAJ?hl=id&gbpv=0




DOI: http://dx.doi.org/10.22441/jfm.v1i3.17630

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Journal of Fundamental Management (JFM)