PENGARUH CUSTOMER SATISFACTION DENGAN PENGANTAR RELASIONAL TRUST DAN COMMITMENT TERHADAP CUSTOMER LOYALTY PELANGGAN KFC PONDOK CHANDRA SURABAYA
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Abstract
Intisari - Penelitian ini merupakan replikasi model penelitian yang diajukan pada penelitian Sahagun dan Vasquez (2013). Sekarang ini banyak restoran fast food yang ditawarkan di Indonesia, hal ini membuat konsumen terlihat tidak loyal pada satu restoran fast food. Penelitian ini bertujuan untuk meneliti pengaruh customer satisfaction dengan pengantar relasional trust dan commitment terhadap customer loyalty. Penelitian yang dilakukan menggunakan teknik pengambilan sampel non probability sampling melalui pendekatan convenience sampling.Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) menggunakan softwar AMOS 18.0. Jumlah sampel dalam penelitian ini sebesar 165. Hasil penelitian menunjukkan terdapat pengaruh customer satisfaction terhadap trust, trust terhadap commitment, dan commitment terhadap customer loyalty. Melalui penelitian ini dapat disimpulkan bahwa semakin tingginya kepuasan pelanggan terhadap produk dan transaksi, akan menyebabkan semakin tinggi kepercayaan pelanggan, kemudian menyebabkan semakin tingginya komitmen pelanggan untuk melakukan pembelian ulang, yang akhirnya menyebabkan semakin tingginya pelanggan menjadi loyal dalam jangka waktu yang lama.
Kata kunci: Kepuasan, Kepercayaan, Komitmen, Loyalitas Pelanggan, Restoran Cepat Saji
Abstract - This research is a replica of a research method proposed in Sahagun’s and Vasquez’s exploration (2013). Nowadays, there are plenty of fast food restaurant that exist in Indonesia and this fact makes consumers don’t seem to appear loyal to just one fast food restaurant. This study aims to investigate the influence of customer satisfaction using relational methodology of trust and commitment toward customer loyalty. The research was done using the technique of sample obtainment called non probability sampling through an approach called convenience sampling. The process of the data was completed using Structural Equation Modeling (SEM) through a software called AMOS 18.0. The total amount of samples in this research is 165 samples. The result of this research shows that there are effects of customer satisfaction toward trust, trust toward commitment, and commitment toward customer loyalty. Through this research, it can be concluded that the higher the customer’s satisfaction to products and transactions, the higher the customer’s trust will get, resulting greater customer’s commitment to buy from the same restaurant again, which leads to a bigger chance of loyal customer in a long period of time.
Keywords: Satisfaction, trust, commitment, customer loyalty, fast food restaurant
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