Analisis Pengaruh Harga dan Kepuasan yang Dirasakan Terhadap Pelanggan Restoran Seafood di Kota Batam

Hedensy, Hedensy (2020) Analisis Pengaruh Harga dan Kepuasan yang Dirasakan Terhadap Pelanggan Restoran Seafood di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived price justice, perceived satisfaction, terhadap loyalty dengan variabel revisit intention sebagai mediasi. Seorang penjual tentu perlu mengetahui apakah keadilan harga dan kepuasan yang dirasakan oleh pelanggan dapat mempengaruhi niat untuk mengunjungi kembali yang akhirnya pelanggan tersebut menjadi setia terhadap restoran tersebut. Penelitian ini menggunakan metode survey untuk mengumpulkan data. Kuesioner disebarkan kepada masyarakat yang bukan warga Batam dengan kriteria diatas umur 17 tahun dan pernah mengunjungi salah satu restoran seafood yang ada di kota Batam lebih dari dua kali. Restoran seafood yang dimaksud adalah restoran Golden Prawn 933, Wey Wey Seafood, Yongkee Seafood, Harbourbay Seafood, dan Love Seafood. Hasil responden yang terkumpul berjumlah 408 namun hanya 401 sampel yang sesuai kriteria karena teknik yang digunakan purposive sampling dimana pengambilan sampel didasarkan pada suatu pertimbangan seperti karakteristik dari responden (Sugiyono, 2016). Setelah itu penulis melakukan pengujian data menggunakan perangkat lunak Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa ketika pelanggan merasakan puas terhadap restoran, maka memungkinkan pelanggan tersebut memiliki niat untuk mengunjungi kembali restoran tersebut dan akan menimbulkan efek positif yaitu menjadi loyal terhadap restoran tersebut namun ketika pelanggan merasakan harga yang ditentukan oleh restoran tersebut tidak adil, maka akan mempengaruhi efek negatif terhadap loyalitas pelanggan terhadap restoran tersebut. ********************************************************************** This research aims to determine the effect of perceived price justice and perceived satisfaction towards loyalty with revisit intention variable as mediation. A merchant certainly needs to know whether price fairness and customer satisfaction can affect the intention to revisit which ultimately converts the customers into regulars. This study uses survey method as data collection tool. Questionnaire was distributed to people who are not Batam citizens with the criteria of being above the age of 17 and had visited one of the seafood restaurants in Batam more than twice. The seafood restaurants in question are the Golden Prawn 933 restaurant, Wey Wey seafood, Yongkee seafood, Harbourbay seafood and Love seafood. The number of respondents collected amounted to 408, but only 401 samples met the criteria because purposive sampling technique, where sampling was based on considerations such as the charateristics of respondents so the sample was feasible to process (Sugiyono, 2016). was used. The authors conducted data testing using Partial Least Square (PLS) software. The results of this study indicate that when customers feel satisfied, the probability of revisit intention will increase alongside the chance that the customer will be converted into regulars. On the other side of the spectrum, if a customer feels that the price set by the restaurant is not fair, their loyalty towards that restaurant will be negatively affected.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 23
Uncontrolled Keywords: perceived price justice, perceived satisfaction, revisit intention, loyalty
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 27 Apr 2020 03:52
Last Modified: 27 Apr 2020 03:53
URI: http://repository.uib.ac.id/id/eprint/2058

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