Pengaruh Kualitas Produk Dan Suasana Restoran Terhadap Loyalitas Konsumen Pada Kafe Dan Restoran Local Pantry Di Kota Pekanbaru
DOI:
https://doi.org/10.54771/jmbd.v2i1.992Keywords:
kualitas produk, suasana restoran, loyalitas konsumenAbstract
Abstrak: Penelitian ini bertujuan untuk menguji pengaruh kualitas produk dan suasana restoran terhadap loyalitas konsumen di Local Pantry, yang merupakan sebuah kafe dan restoran di Kota Pekanbaru yang telah berdiri lama dan mampu bertahan selama pandemi. Melalui pengumpulan data dengan teknik wawancara, observasi dan kuesioner, penelitian ini menggunakan pendekatan kuantitatif dan teknik analisis regresi liner berganda untuk menguji hipotesis yang diajukan. Sejumlah 125 pengunjung sebagai sampel penelitian, hasilnya menunjukkan bahwa kualitas produk dan suasana restoran memiliki pengaruh positif yang signifikan terhadap loyalitas konsumen di Local Pantry. Variabel penelitian kualitas produk dan suasana restoran berpengaruh secara parsial dan simultan terhadap loyalitas konsumen. Hal ini mengindikasikan bahwa kafe dan restoran Local Pantry dapat menarik lebih banyak kunjungan dengan meningkatkan kualitas produk dan menciptakan suasana yang menarik bagi konsumen.
Kata kunci: Kualitas Produk, Suasana Restoran, Loyalitas Konsumen
Abstract: This study aims to examine the effect of product quality and restaurant atmosphere on consumer loyalty at Local Pantry, which is a cafe and restaurant in Pekanbaru City that has been around for a long time and has been able to survive during the pandemic. By collecting data using interview, observation and questionnaire techniques, this study used a quantitative approach and multiple linear regression analysis techniques to test the proposed hypotheses. A total of 125 visitors as a research sample, the results show that product quality and restaurant atmosphere have a significant positive influence on customer loyalty at the Local Pantry. The research variables of product quality and restaurant atmosphere have a partial and simulataneous effect on consumer loyalty. This indicates that Local Pantry cafes and restaurants can attract more visits by enhancing product quality and creating an appealing atmosphere for consumers.
Key words: Product Quality, Restaurant Atmoshphere, Consumer Loyalty
References
Badan Pusat Statisitk Riau. (2022, August). Jumlah Rumah Makan/Restoran di Kota Pekanbaru. Riau.Bps.Go.Id.
Fiani, M. S., & Japrianto, E. (2012). Analisa Pengaruh Food Quality dan Brand Image Terhadap Keputusan Pembelian Roti Kecik Toko Roti Ganep’s di Kota Solo. Jurnal Manajemen Pemasaran, 1(1), 1–6.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. www.cengage.com/highered
Hussain, R., & Ali, M. (2015). Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7(2). https://doi.org/10.5539/ijms.v7n2p35
Kolonio, J., & Soepeno, D. (2019). Pengaruh Service Quality, Trust, dan Consumer Satisfaction terhadap Consumer Loyalty pada CV. Sarana Marine Fiberglass. Jurnal EMBA, 7(1), 831–840.
Kotler, P., & Armstrong, G. (2017). Principles of Marketing (Global Edition) (17th ed.). Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management (Global Edition). Pearson Education Limited.
Larasati, D., & Muzayin, N. (2016). Potensi Wisata dalam Pembentukan City Branding Kota Pekanbaru. Jurnal Komunikasi, 10(2), 99–116.
Pekanbaru.go.id. (2022, August 20). Profil Kota Pekanbaru. Pekanbaru.Go.Id.
Petzer, D., & Mackay, N. (2014). Dining atmospherics and food and service quality as predictors of customer satisfaction at sit-down restaurants. In African Journal of Hospitality, Tourism and Leisure (Vol. 3, Issue 2). http//:www.ajhtl.com
Stephanie, R. (2013, November). Strategies for Designing Effective Restaurants. Https://Www.Yumpu.Com/En/Document/Read/28190370/Strategies-for-Designing-Effective-Restaurants-Informedesign.
Tjiptono. (2019). Strategi Pemasaran Prinsip & Penerapan (1st ed., Vol. 1). Andi.
tripadvisor.co.id. (2022, August). Tripadvisor: Local Pantry Pekanbaru. Https://Www.Tripadvisor.Co.Id/Restaurant_Review-G303957-D3948997-Reviews-Local_Pantry-Pekanbaru_Riau_Province_Sumatra.Html.
Uma Sekaran, R. B. (2016). Research Methods For Business_ A Skill Building Approach-Wiley (2016). In Encyclopedia of Quality of Life and Well-Being Research. https://doi.org/10.1007/978-94-007-0753-5_102084
Zeithaml, V. A., Mary, J. B., & Dwayne D. Gremler. (2017). Service Marketing Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
