PENGARUH ANTESEDEN CUSTOMER SATISFACTION DALAM MEMBENTUK CUSTOMER LOYALTY LAWLESS BURGERBAR DI JAKARTA

Abdullah, Nia Nurfaizah (2022) PENGARUH ANTESEDEN CUSTOMER SATISFACTION DALAM MEMBENTUK CUSTOMER LOYALTY LAWLESS BURGERBAR DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

This study aims to determine the effect of food quality, employee service quality, and price fairness on customer satisfaction and the effect of customer satisfaction on customer loyalty Lawless Burgerbar in Jakarta. The research design used is descriptive research. The sample in this study used non-probability sampling. This study collects data through the distribution of online questionnaires to 200 Lawless Burgerbar customers. The analytical method used is SmartPLS 3.0. The results of this study indicate that food quality, employee service quality, and price fairness have a positive effect on customer satisfaction and customer satisfaction has a positive effect on customer loyalty. The practical implication is for managers or owners of Lawless Burgerbar to be able to formulate marketing and operational strategies that are honed to optimize customer loyalty at Lawless Burgerbar by implementing food quality, employee service quality, price fairness, and customer satisfaction. Keywords: Food Quality, Employee Service Quality, Price Fairness, Customer Satisfaction, Customer Loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh food quality, employee service quality, dan price fairness terhadap customer satisfaction serta pengaruh customer satisfaction terhadap customer loyalty Lawless Burgerbar di Jakarta. Desain penelitian yang digunakan yaitu penelitian deskriptif. Sampel pada penelitian ini menggunakan non-probability sampling. Studi ini mengumpulkan data melalui penyebaran kuesioner online kepada 200 pelanggan Lawless Burgerbar. Metode analisis yang digunakan adalah SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa food quality, employee service quality, dan price fairness berpengaruh positif terhadap customer satisfaction dan customer satisfaction berpengaruh positif terhadap customer loyalty. Implikasi Praktisnya adalah bagi manajer atau pemilik Lawless Burgerbar agar dapat merumuskan strategi pemasaran dan operasional yang diasah untuk mengoptimalkan loyalitas pelanggan Lawless Burgerbar dengan menerapkan food quality, employee service quality, price fairness, dan customer satisfaction. Kata Kunci : Food Quality, Employee Service Quality, Price Fairness, Customer Satisfaction, Customer Loyalty.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	21 Jun 2022 08:43
Last Modified:	21 Jun 2022 08:43
URI:	http://repository.untar.ac.id/id/eprint/36446

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