Pengaruh Kualitas Layanan pada Kepuasan dan Kesetiaan Pelanggan (Studi pada Pelanggan Restoran Ayam Goreng dan Jerohan Sapi T.J.Y. 3)

Kiara Medina Putri, Bayu Sutikno, S.E., M.S.M., Ph.D.

2026 | Skripsi | MANAJEMEN

Penelitian ini bertujuan untuk menguji pengaruh bukti fisik, kehandalan, daya tanggap, jaminan, dan empati secara langsung pada kepuasan pelanggan, serta pengaruh kepuasan pelanggan secara langsung pada kesetiaan pelanggan.

Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Metode survei dilakukan dengan penyebaran kuesioner secara daring menggunakan google form melalui berbagai media sosial seperti instagram, whatsapp dan sejenisnya, dan secara luring. Sampel penelitian sebanyak 165 orang yang ditentukan menggunakan metode purposive sampling. Instrumen penelitian diuji validitasnya menggunakan uji validitas konvergen dan diskriminan, dan uji reliabilitasnya menggunakan uji Cronbach’s alpha dan uji composite reliability. Teknik pengumpulan data menggunakan kuesioner yang disebarkan secara daring maupun luring. Teknik analisis data dalam penelitian ini menggunakan uji partial least square (PLS).

Temuan riset mengungkapkan bukti fisik, kehandalan, daya tanggap, jaminan, dan empati secara langsung berpengaruh positif signifikan pada kepuasan pelanggan, serta kepuasan pelanggan secara langsung berpengaruh positif signifikan pada kesetiaan pelanggan.

This study aims to examine the direct effects of tangible evidence, reliability, responsiveness, assurance, and empathy on customer satisfaction, as well as the direct effect of customer satisfaction on customer loyalty.

This study employs a quantitative approach using a survey method. The survey was conducted by distributing questionnaires online via Google Forms through various social media platforms such as Instagram, WhatsApp, and similar platforms, as well as offline. The study sample consisted of 165 participants selected using purposive sampling. The validity of the research instrument was tested using convergent and discriminant validity tests, and its reliability was tested using Cronbach’s alpha and composite reliability tests. Data collection was conducted using questionnaires distributed both online and offline. The data analysis technique in this study utilized the partial least squares (PLS) method.

The research findings reveal that tangible evidence, reliability, responsiveness, assurance, and empathy has a direct significantly positive effect on customer satisfaction, and that customer satisfaction has a direct significantly positive effect on customer loyalty.

Kata Kunci : bukti fisik, kehandalan, daya tanggap, jaminan, empati, kepuasan pelanggan, kesetiaan pelanggan