Pengaruh Alienation, Prior Complaint Experience, dan Controllability terhadap Future complaint intention pada Rumah Makan di D.I. Yogyakarta
WIDOWATI, AYU DWITIYAS (pembimbing: Teguh Budiarto, Ds., M.I.M.), Teguh Budiarto, Ds., M.I.M.
Penelitian ini bertujuan untuk menganalisis pengaruh alienation, prior complaint experience, dan controllability terhadap future complaint intention pada rumah makan di D.I.Yogyakarta. Alienation, prior complaint experience, dan controllability merupakan faktor-faktor yang mempengaruhi niat pelanggan menyampaikan komplain. Ketiga faktor ini berpengaruh terhadap attitude toward complaining, perceived value of complaint, dan perceived likelihood of successful complaint sebagai attitudinal and perceptual variables.
Penelitian dilakukan pada 150 orang sebagai pelanggan pada rumah makan di D.I.Yogyakarta yang memiliki ketidakpuasan terhadap produk atau pelayanan rumah makan. Penelitian menggunakan metode survei. Metode analisis yang digunakan adalah Partial Least Square. Hasil penelitian ini menunjukkan bahwa alienation memberikan pengaruh negatif terhadap attitude toward complaining dan perceived likelihood of successful complaint, namun tidak berpengaruh pada perceived value of complaint. Prior complaint experience memberikan pengaruh positif terhadap attitude toward complaint namun tidak memberikan pengaruh pada perceived value of complaint dan perceived likelihood of successful complaint. Controllability memberikan pengaruh positif terhadap attitude toward complaint, perceived value of complaint, dan perceived likelihood of successful complaint. Sedangkan variabel attitude toward complaining, perceived value of complaint, dan perceived likelihood of successful complaint ketiganya berpengaruh positif terhadap variabel future complaint intention.
This study aims to analyze the influence of alienation, prior complaint experience, and controllability on future complaint intention of restaurant costumers in D.I.Yogyakarta. Alienation, prior complaint experience, and controllability is factors than affect the intention of consumer to express their complaint. These three factors affected attitude toward complaining, perceived value of complaint, and perceived likelihood of successful complaint as attitudinal and perceptual variables.
This study conducted 150 people as costumers in restaurants in D.I.Yogyakarta that have dissatisfaction for the products or the service of the restaurant. This study uses survey method. Analytical methods used is Partial Least Square. The results of these study shows that alienation gives a negative influence to attitude toward complaining and perceived likelihood of successful complaint, but have no effect on perceived value of complaint. Prior complaint experience gives positif influence to attitude toward complaint but have no influence to perceived value of complaint and perceived likelihood of successful complaint. Controllability give positive influence to attitude toward complaint, perceived value of complaint, and perceived likelihood of successful complaint. While the variables attitude toward complaining, perceived value of complaint, and perceived likelihood of successful complaint all three give positive influence to future complaint intention variable.
Kata Kunci : alienation, prior complaint experience, controllability, attitude toward complaining, perceived value of complaint, perceived likelihood of successful complaint, future complaint intention,
