PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN BONCAFE STEAK AND ICE CREAM MANYAR DI SURABAYA
Abstract Views:
116 times
PDF - FULL TEXT Downloads:
105 times
Abstract
Abstrak - Kualitas layanan dan kualitas produk dianggap penting bagi perusahaan karena penjualan bersumber dari dua kelompok dasar, yaitu pelanggan baru dan pelanggan yang membeli ulang. Kualitas layanan dan kualitas produk mempunyai pengaruh yang kuat terhadap kepuasan pelanggan. Oleh karena itu pemantauan dan pengukuran terhadap kepuasan pelanggan merupakan hal yang sangat penting bagi pemasar. Rumusan masalah dalam penelitian ini adalah bagaimana pengaruh Bukti Fisik, Keandalan, Daya Tanggap, Jaminan, Empati terhadap kualitas layanan ; bagaimana pengaruh Kinerja, Keistimewaan, Keandalan, Kesesuaian, Daya Taha, Mudah Diperbaiki, Gaya, Rancangan terhadap kualitas produk ; bagaimana pengaruh kualitas layanan dan kualitas produk terhadap kepuasan pelanggan di Boncafe Steak and Ice Cream Manyar Surabaya. Penelitian ini menggunakan lima dimensi kualitas layanan, delapan dimensi kualitas produk dan tiga atribut kepuasan pelanggan. Populasi dalam penelitian ini adalah pelanggan restoran Boncafe Steak and Ice Cream Manyar di Surabaya. Penelitian ini menggunakan non probability sampling, dimana jumlah populasi tidak teridentifikasi dan jumlah sampel yang digunakan sebanyak 150 responden. Metode analisis yang digunakan adalah metode analisis jalur dan analisis regresi linear berganda dengan bantuan alat analisis SPSS 21.0 for Windows. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan kualitas layanan dan kualitas produk terhadap kepuasan pelanggan restoran Boncafe Steak and Ice Cream Manyar di Surabaya. Hasil analisis regresi diperoleh Adjusted R2 sebesar 0,597 atau 59,7 %, hal ini menunjukkan bahwa variasi kualitas layanan dan kualitas produk yang diberikan restoran Boncafe Steak and Ice Cream Manyar di Surabaya mampu menjelaskan variasi kepuasan pelanggan sebesar 59,7 %.
Kata Kunci: Kualitas Layanan, Kualitas Produk, Kepuasan Pelanggan.
ABSTRACT - Service quality and product quality are considered important for the company because the sales derived from two basic groups, namely new customers and customers who buy again. Servive quality and product quality has a strong influence on customer satisfaction. Therefore, monitoring and measurement of customer satisfaction is very important for marketers. The problem in this research is : (1) How the influence of Tangible, Reliability, Responsiveness, Assurance, Empathy towards service quality ; (2) How the influence of Performance, Features, Reliability, Conformance, Durability, Repairbility, Style, Design towards product quality ; (3) How to influence service quality and product quality to customer satisfaction in Boncafe Steak and Ice Cream Manyar Surabaya. This study uses five dimensions of service quality, eight dimensions of product quality and three attributes of customer satisfaction. The population in this research is customer in restaurant Boncafe Steak and Ice Cream Manyar Surabaya. This research used a non-probability sampling, where the total population is not identified and used as a sample number of 150 respondents. The analytical method used is the method of path analysis and multiple linear regression analysis with the help of analysis tools SPSS 21.0 for Windows. The results of this research is significant influence service quality and product quality to customer satisfaction in Restaurant Boncafe Steak and Ice Cream Manyar Surabaya. Results of regression analysis adjusted R2 of 0.597 or 59.7%, this shows that the variation of sevice quality and product quality provided in Restaurant Boncafe Steak and Ice Cream Manyar Surabaya able to explain variations in customer satisfaction by 59.7%.
Keywords: Service Quality, Products Quality, Customer Satisfaction.
Downloads
References
Aryani, D., dan Rosinta, F, 2010, Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan dalam Membentuk Loyalitas Pelanggan”.Bisnis & Birokrasi, Jurnal Ilmu Administrasi dan Organisasi ISSN 0854-3844 Volume 17, Nomor 2 . Hal. 114-126.
Ayse, 2007, An Evaluation of Fast-Food Preferences According to Gender. Humanity & Social Sciences Journal,Vol. 2 Hal. 43-50.
Claycomb dan Martin, 2002, Building Costumer Relationship: An Inventory of Services Provider Objectives and Practices, Journal of Services Marketing. Vol. 16 No. 7 Hal. 15-35.
Dutka, Alan, 2000, AMA Hand Book for Customer Satisfaction : A Complete Guidance to Research Planning and Implication, NTC, Business Lincolnwood, Illinois, USA.
Djaslim Saladin, 2004, Manajemen Strategi & Kebijakan Perusahaan, Edisi 5, Linda Karya, Bandung. Hal. 134
Fandy Tjiptono, 2003, Strategi Pemasaran, Edisi Kedua, Yogyakarta : Penerbit Andi
Ghozali, Imam. 2005. Analisis Multivariat dengan Program SPSS. Edisi ke-3. Badan Penerbit UNDIP. Semarang.
Gasperz, Vincent, 2005, Total Quality Management,: PT. Gramedia Pustaka Utama, Jakarta
HM. Sonny Sumarsono, 2004, Metode Riset Sumber Daya Manusia, Jember: Graha Ilmu.
Hair, Bush, Robert P., Ortinau, David J. Marketing Research : within a changing information environment. Second Edition. Mc-Graw Hill. New York. 2003.
Kandampully, K, 2002, Elektronik Ritel dan Perantara distribusi Layanan Yang Melayani Pelanggan dan Penyedia Layanan, Journal of Management and Strategy. Vol.3.
Kotler, Philip, (2000), Manajemen Pemasaran, PT. Prenhallindo, Jakarta.
Kotler, P., Bowen, J., and Makens, J., (2003), Marketingf or Hospitality & Tourism. 3Th edition. Prentice Hall. New Jersey
Kotler, Philip.2003. Manajemen Pemasaran. edisi kesebelas, Jakarta: Indeks kelompok Gramedia.
Kotler dan Armstrong, 2008, Prinsip – Prinsip Pemasaran, Edisi 12, Jilid 1. Erlangga, Jakarta.
Kotler, Philip, 2010, Perilaku Konsumen. Jilid 2, Jakarta: Erlangga.
___________, 2010. Manajemen Pemasaran, Analisis, Perencanaan, Implementasi dan Kontrol. Jilid 1, Penerbit PT. Prenhallindo, Jakarta.
Lupiyoadi, dan Hamdani, 2008, Manajemen Pemasaran Jasa Edisi 2. Cetakan ke4, Jakarta, Salemba Empat. View Stories And Merchandise. Lexington, MA: D.C. Health, 193-206.
Mowen, John, C., dan Minor, M., (2002), Perilaku Konsumen Jilid 1, Edisi Kelima (terjemahan), Erlangga, Jakarta
Mowen, John C. dan Michael Minor, 2010, Perilaku Konsumen. Jakarta: PT Penerbit Erlangga.
Oliver, 2007, Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing. 57(3), 25–48.
Paramata, W, A, 2008, Pengaruh kualitas pelayanan terhadap kepuasan pelanggan di Pizza HUT Gatot subroto Denpasar. Forum manajemen, Volume 6, Nomer 2. Hal. 20-22.
Parasuraman, A. dkk. 1988. Servqual : A Multiple-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, Vol. 64. pp 12-40.
Parasuraman. (2001). The Behaviorial Consequenses of Service Quality, Jurnal of Marketing, Vol 60.
Parasuraman, A., Zeithaml, V.A. dan Berry, L.L, 2008, Delivering Quality Service: Balancing Customer Perceptions and Exxpections, The free Press, New York: NY.
Render, B dan J.Heizer, 2004, Prinsip-prinsip Manajemen Operasi. Edisi Revisi. Yogyakarta: BEFE UGM.
Stanton, William J., Walker, Bruce J., Etzel, Michael J. (2004). Marketing Concepts & Cases. 13th edition, New York: McGraw-Hill.
Supranto, J. (2001), Pengukuran Tingkat Kepuasan pelanggan Untuk Menaikkan Pangsa Pasar, Rineke Cipta, Jakarta
Tjiptono, Fandy, 2004, Perspektif Manajemen dan Pemasaran Kontemporer, Andi, Yogyakarta.
Sekaran, Uma. 2000. Research Methods for Business, A Akill-Building Approach. America: Thirt Edition, John Wiley & Sons, Inc.
Veloutsou, 2005, Determinants of Customer Satisfaction in Fast Food Industry. Journal of Management Strategy, Vol. No. 3.
Walker, 2001, Managing Customer Dissatisfaction Through Effective Complaint Management System, Journal of Management Strategy, Hal 331-335.
Zeithaml, Valerie A, Parasuraman, and Leonard, L Berry, 2001, Delivering Quality Service : Balancing Customer Perception and Expectation, International Edition, The Free Press, New York.
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
