Analisis Faktor-Faktor Kualitas Layanan yang Mempengaruhi Kepuasan Konsumen Beberapa Rumah Makan Tradisional di Yogyakarta
WIJAYANTO, MOHAMAD FARIEDZA ERY (Pembimbing: Sahid Susilo Nugroho, Dr., M.Sc.), Sahid Susilo Nugroho, Dr., M.Sc.
Penelitian ini berupaya menguji pengaruh faktor-faktor kualitas rumah makan terhadap kepuasan konsumen. Replikasi penelitian dilakukan untuk menguji konsisten hasil penelitian Andaleeb dan Conway (2006) dengan mengambil setting konsumen rumah makan SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, dan Lombok Ijo di Yogyakarta.
Penelitian yang dilakukan bersifat kuantitatif yang melakukan pengujian hipotesis (hyphotesis testing). Sampel yang unit analisis dalam penelitian ini adalah konsumen rumah makan SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, dan Lombok Ijo. Metode sampling dalam penelitian ini adalah metode convinience sampling. Jumlah populasi tidak diketahui, sehingga population frame dan sample frame juga tidak dapat diketahui. Akibatnya jumlah sampel yang perlu diambil dalam kondisi demikian, jumlah¬nya tidak dapat ditentu¬kan dengan pasti (Cooper dan Schindler, 2001). Penelitian ini meng¬ambil sampel sebesar 220 orang sebagai responden. Jenis penelitian dilihat dari hubungan antar variabel bersifat asosiasi sehingga alat analisis yang digunakan adalah regresi linier berganda.
Berdasarkan analisis data diperoleh kesimpulan bahwa faktor responsive, physical design and apprearance, dan food quality secara parsial berpengaruh positif terhadap kepuasan konsumen SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, dan Lombok Ijo di Yogyakarta. Hal ini berarti semakin tinggi responsive, physical design and apprearance, dan food quality maka semakin tinggi kepuasan konsumen, sebaliknya semakin rendah responsive, physical design and apprearance, dan food quality maka semakin rendah juga kepuasan konsumen. Faktor price secara parsial berpengaruh negatif terhadap kepuasan konsumen SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, dan Lombok Ijo di Yogyakarta, hal ini berarti semakin tinggi price maka semakin rendah kepuasan konsumen. Faktor responsive, physical design and apprearance, food quality dan price secara simultan berpengaruh signifikan terhadap kepuasan konsumen SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, dan Lombok Ijo di Yogyakarta. Faktor yang dominan mempengaruhi kepuasan konsumen SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, dan Lombok Ijo adalah responsive.
This study seeks to test the influence between quality factors of restaurants and customer satisfaction. Replication studies were conducted to test the consistency of Andaleeb and Conways research (2006) by taking the consumer setting of restaurants consists of SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, and Lombok Ijo in Yogyakarta.
This research using quantitative method by doing a hyphotesis test. The sample units taken for analysis in this research are consumers of several traditional restaurants consist of SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, and Lombok Ijo. Sampling method in this research is convenience sampling method. Total population is unknown, so that the sample frame and population frame is also not known. As a consequence, the number of samples that need to be taken in such circumstances cannot exactly determined (Cooper and Schindler, 2001). This study takes sample of 220 people as respondents. By the relationship between variables point of view, this research has association nature so that this research using multiple linear regression as analysis tool.
Based on data analysis, we concluded that responsive factor, physical design and apprearance, and food quality partially have positive effect on consumer satisfaction of SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, and Lombok Ijo in Yogyakarta. It means that the higher responsiveness, physical design and apprearance, and food quality, causing the higher customer satisfaction. On the contrary, the lower the responsiveness, physical design and apprearance, and the lower the food quality is customer satisfaction. Price factor partially have negative effect to customer satisfaction of SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, and Lombok Ijo in Yogyakarta. It means that the higher the price, the lower consumer satisfaction. Responsive factors, physical design and apprearance, food quality and price simultaneously significantly influence consumer satisfaction SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, and Lombok Ijo in Yogyakarta. The dominant factor affecting consumer satisfaction SGPC Bu Wiryo, Soto Kadipiro, Bumbu Desa, and Lombok Ijo is responsive.
Kata Kunci : responsive, physical design and apprearance, price, food quality customer satisfaction,
