Anteseden loyalitas konsumen pada industri restoran :: Studi pada restoran Fast Food di Yogyakarta

SULISTYO, Bayu Sutikno, SE.,MSM

2006 | Tesis | Magister Manajemen

Penelitian ini bertujuan untuk menguji model yang menggambarkan hubungan causal antara citra, nilai, kualitas persepsian dan kepuasan konsumen sebagai anteseden yang mempengaruhi loyalitas konsumen. Responden penelitian ini adalah konsumen restoran fast food . Metode pengambilan sampel dilakukan dengan purposive sampling . Sejumlah 160 kuesioner didistribusikan dan 149 kuesioner yang kembali dan dapat dianalisis. Analisis data penelitian menggunakan regresi sederhana dan regresi berganda. Hasil penelitian ini mendukung model yang menunjukkan hubungan antara citra, nilai, kualitas persepsian dan kepuasan konsumen terhadap loyalitas konsumen. Hasil pengujian terhadap model loyalitas konsumen terhadap industri restoran fast food di Yogyakarta menunjukkan bahwa citra dan kepuasan konsumen mempunyai pengaruh positif terha dap loyalitas konsumen, kualitas persepsian dan nilai mempunyai pengaruh positif terhadap kepuasan konsumen, citra mempunyai pengaruh positif terhadap nilai, citra mempunyai pengaruh positif terhadap kualitas persepsian, citra mempunyai pengaruh positif terhadap kepuasan konsumen, kualitas persepsian mempunyai pengaruh positif terhadap nilai.

This research aims to test a model describing the causal relationship of image, value, perceived quality to customers’ satisfaction as antecedent influencing customers’ loyalty. The respondents of this research were starred restaurant fast food customer. The methods of sample intake done by purposive sampling. 160 sets of questionnaires were distributed and 149 sets were returned by respondent and eligible for analyses. This analyses research using simple regression and multiple regression. The results of test supporting model showed relation between image, value, perceived quality and customers’ satisfaction on customers’ loyalty. The results of test on customers’ loyalty model in the restaurant fast food industry in Yogyakarta showed that image and customers’ satisfaction have a positive impact on customers’ loyalty, perceived quality and value have a positive impact on customers’ satisfaction, image have a positive impact on value, image have a positive impact on perceived quality, image have a positive impact on customers’ satisfaction, perceived quality have a positive impact on value.

Kata Kunci : Kepuasan Konsumen,Loyalitas,Citra dan Kualitas Persepsian, Customers’ Satisfaction, Image, Perceived Quality, value and Customers’ Loyalty