PENGARUH SERVICE QUALITY, PERCEIVED VALUE, FOOD QUALITY DAN CUSTOMER SATISFACTION TERHADAP BEHAVIORAL INTENTIONS PADA CARL’S JR CABANG KERTAJAYA SURABAYA
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Abstract
Abstrak – Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Service Quality, Perceived Value, Food Quality, Customer Satisfaction terhadap Behavioral Intentions pada Carl’s Jr cabang Kertajaya Surabaya. Sumber data yang digunakan pada penelitian ini adalah data primer yang artinya diperoleh dari responden melalui penyebaran kuesioner. Responden dalam penelitian ini berjumlah 158 orang, yang pernah berkunjung ke Carl’s Jr Kertajaya Surabaya dalam 6 bulan terakhir, memiliki pendidikan minimal SMA/SMK/sederajat. Teknik pengambilan sampel adalah non-probability sampling dengan jenis convience sampling. Aras pengukuran yang digunakan adalah aras interval. Penelitian ini diolah dengan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan aplikasi AMOS 20. Hasil dari penelitian ini menunjukkan bahwa Customer Satisfaction memiliki pengaruh positif terhadap Behavioral Intentions, Food Quality dan Perceived Value berpengaruh positif terhadap Customer Satisfaction, sedangkan Service Quality tidak berpengaruh terhadap Customer Satisfaction di restoran cepat saji Carl’s Jr Kertajaya Surabaya.
Kata Kunci: Service Quality, Food Quality, Perceived Value. Behavioral Intentions.
Abstract –This study aims to know and analyze the influence of Service Quality, Perceived Value, Food Quality, Customer Satisfaction on Behavioral Intentions in Carl’s Jr Kertajaya Surabaya. The data source used in this study was primarily obtained from respondents using a set of questionnaires. Respondents in this study ammounted to 158 people who’ve been going to Carl’s Jr Kertajaya Surabaya in the last 6 months, and have a minimum educations of high school/vocational/equivalent. The sampling technique is a non-probability sampling, specifically the convience sampling. Level measurement used are interval level. This study was processed using Structural Equation Modeling (SEM), helped by AMOS 20 software. The result indicate that Customer Satisfaction has a positive impact on Behavioral Intentions, Food Quality and Perceived Value of positive effect towards Customer Satisfaction, whereas Service Quality has no effect on Customer Satisfaction in fast food restaurant at Carl’s Jr Kertajaya Surabaya.
Keyword: Service Quality, Food Quality, Perceived Value. Behavioral Intentions
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