Heriani, Heriani (2020) Analisis Faktor-Faktor yang Mempengaruhi Perilaku Loyalitas Terhadap Generasi Milenial pada Restoran Cepat Saji Internasional di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Penelitian ini dilaksanakan untuk mencari tahu faktor-faktor apa saja yang mempengaruhi perilaku loyalitas generasi milenial di kota Batam terhadap restoran cepat saji. Penelitian ini dilakukan agar dapat dijadikan referensi bagi para pemilik restoran cepat saji dalam memperhatikan bagaimana perilaku loyalitas pelanggan khususnya kaum milenial terhadap restoran cepat saji yang ada di kota Batam. Penelitian ini ditujukan kepada pelanggan milenial di kota Batam yang pernah mengunjungi restoran cepat saji KFC, McD, dan Pizza Hut. Sebagaimana restoran cepat saji tersebut dikunjungi dalam fruekensi 2 hingga lebih dari 3 kali dalam setiap minggunya. Terdapat 280 kuesioner yang disebarkan dan hanya 269 kuesioner yang dapat digunakan dalam penelitian ini. Hasil penelitian ini menyatakan bahwa semua hubungan variabel indepeden yaitu Trust, Commitment, Satisfaction mempunyai hubungan signifikan positif terhadap variabel mediasi Attitudinal loyalty, kemudian variabel Attitudinal loyalty mempunyai hubungan signifikan positif terhadap Behavioral loyalty. ********************************************************************** This research was conducted to find out the factors influencing the behavior of millennial generation loyalty to fast food restaurants in Batam. This research was conducted with the intention of it can be used as a reference for fast food restaurant owners in paying consideration to customer loyalty behavior, especially the millennial towards fast food restaurants in Batam. This research aimed at millennial customers in Batam who have visited KFC, McD, and Pizza Hut fast food restaurants because these fast food restaurants are visited in frequency 2 to more than 3 times each week. There were 280 questionnaires distributed and only 269 questionnaires could be used in this study. The results of this study state that all independent variable relationships namely Trust, Commitment, Satisfaction have significant positive relationship to the mediating variable attitudinal loyalty, then the variable attitudinal loyalty has significant positive relationship to behavioral loyalty.
| Item Type: | Thesis (Undergraduate) |
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| Additional Information: | Similarity: 19 |
| Uncontrolled Keywords: | Trust, Commitment, Satisfaction, Attitudinal loyaly, Behavioral 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 04:49 |
| Last Modified: | 27 Apr 2020 04:49 |
| URI: | http://repository.uib.ac.id/id/eprint/2074 |
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