ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI PADA RESTORAN CEPAT SAJI DI KOTA BATAM
Abstract
Restoran cepat saji merupakan tempat yang menyediakan makanan dengan tingkat popularitas yang cukup tinggi dan banyak mendapatkan perhatian dari masyarakat Kota Batam, sehingga membuat penulis melakukan penelitian dengan tujuan menganalisis faktor yang mempengaruhi loyalitas pelanggan dengan kepuasan pelanggan sebagai mediasi. Sampel pada penelitian ini yaitu masyarakat lokal di Kota Batam yang mengunjungi restoran cepat saji seperti KFC, Mcd, Burger King, Pizza Hut, dan lain-lain yang berjumlah sebanyak 400 responden. Data yang dikumpulkan diperoleh dari penyebaran kuesioner (google form) dengan Partial Least Square (PLS) sebagai metode yang dimanfaatkan untuk mengolah data. Hasil dari penelitian ini yaitu variabel persepsi merek dan kualitas layanan tidak berpengaruh signifikan positif pada variabel kepuasan pelanggan. Sedangkan manajemen hubungan pelanggan dan reputasi berpengaruh signifikan positif pada variabel kepuasan pelanggan, dan variabel kepuasan pelanggan juga berpengaruh signifikan positif pada variabel loyalitas pelanggan.
References
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Farhan, M., & Tahir, M. S. (2020). The Relationship Among The Corporate Reputation , Customer Satisfaction , Customer Loyalty And Behavioral Intentions . A Study On The Pakistan Textile Industry. 11(3), 1–13.
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Iriqat, R. A. M., & Abu Daqar, M. A. M. (2018). The Mediating Role of Customers’ Satisfaction on the Effect of CRM on Long-Term Customers Loyalty in the Banking Sector in the Palestinian Territory. Asian Social Science, 14(8), 76. https://doi.org/10.5539/ass.v14n8p76
Ismail, R. (2014). Nasabah Sebagai Prediktor Dalam Meningkatkan Loyalitas. Jurnal Organisasi Dan Manajemen, 10(2), 179–196.
Jamshidi, D., & Rousta, A. (2021). Brand Commitment Role in the Relationship between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia. Journal of Promotion Management, 27(1), 151–176. https://doi.org/10.1080/10496491.2020.1809596
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Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty. Journal of Internet Commerce, 18(4), 369–394. https://doi.org/10.1080/15332861.2019.1668658
Keller. (2013). EXPLORING BRAND LOYALTY TOWARD TRADITIONAL CONFECTIONERIES IN AN EMERGING MARKET.
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2020). The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 0(0), 1–27. https://doi.org/10.1080/15332667.2020.1840904
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Krizanova, A., Gajanova, L., & Nadanyiova, M. (2018). Design of a CRM level and performance measurement model. Sustainability (Switzerland), 10(7). https://doi.org/10.3390/su10072567
Lee dan Yom. (2007). QUALITY PAPER Hospital healthcare service quality, patient satisfaction and loyalty.
Lewis, B. R., & Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour, 5(1), 15–31. https://doi.org/10.1002/cb.46
Mahsyar, S., & Surapati, U. (2020). Effect of Service Quality and Product Quality on Customer. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(1), 204–211.
Makanyeza, dan C. (2017). Mediators of the relationship between service quality and customer loyalty Evidence from the banking sector in Zimbabwe. https://doi.org/10.1108/IJBM-11-2016-0164
Mohsan, F. (2011). Impact of Customer Satisfaction on Customer Loyalty and Intentions to Switch: Evidence from Banking Sector of Pakistan.
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Nguyen, D. T., Pham, V. T., Tran, D. M., & Pham, D. B. T. (2020). Impact of service quality, customer satisfaction and switching costs on customer loyalty. Journal of Asian Finance, Economics and Business, 7(8), 395–405. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.395
Noor, N. N., Ruhana, I., & Rahardjo, K. (2016). Pengaruh Stres Kerja dan Kepuasan Kerja Terhadap Kinerja Karyawan Pada P.T. Lie Fung Surabaya. Jurnal Administrasi Bisnis, 1(2), 1–20.
Oumar, T. K., & Govender, K. K. (n.d.). [18420206 - Management & Marketing. Challenges for the Knowledge Society] Exploring the e-CRM – e-customer- e-loyalty nexus a Kenyan commercial bank case study.pdf. 12(4), 674–696. https://doi.org/10.1515/mmcks-2017-0039.Introduction
Öztürk, R. (2015). Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya. International Journal of Social, Behavioral, Educational, Economic and Management Engineering, 9(8), 2485–2488.
Priporas, C. V., Stylos, N., Vedanthachari, L. N., & Santiwatana, P. (2017). Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand. In International Journal of Tourism Research (Vol. 19, Issue 6). https://doi.org/10.1002/jtr.2141
Randolph, K. A., & Myers, L. L. (2013). Basic Statistics in Multivariate Analysis: Pocket Guide to Social Work Research Methods. Oxford University Press.
Rashid, M. dan. (2012). The Impact of CRM on Customer Satisfaction and Customer Loyalty: Mediation Effect of Customer Perceived Value (Evidence from Hospitality Industry)1.
Riyanto et al. (2020). No Title. https://books.google.co.id/books?hl=en&lr=&id=W2vXDwAAQBAJ&oi=fnd&pg=PP1&dq=objek+penelitian+merupakan&ots=Zgpk3WH7L-&sig=ERIry7ppH-dMLrGwwzyb2JKGWD4&redir_esc=y#v=onepage&q=objek penelitian merupakan&f=false
Shabbir, S. A. (2020). Impact of Service Quality and Brand Image on Brand Loyalty: the Mediating Role of Customer Satisfaction. Eurasian Journal of Social Sciences, 8(2), 75–84. https://doi.org/10.15604/ejss.2020.08.02.004
Shahid Iqbal, M., Ul Hassan, M., & Habibah, U. (2018). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business and Management, 5(1). https://doi.org/10.1080/23311975.2018.1423770
Sheikh, Halim, Hamdy, and H. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. TQM Journal, 32(6), 1525–1540. https://doi.org/10.1108/TQM-05-2019-0150
Sindhu, M. I., Arif, M., Sindhu, M. I., & Arif, M. (2017). Corporate social responsibility and loyalty : Intervening influence of customer satisfaction and trust Corporate social responsibility and loyalty : Intervening influence of customer satisfaction and trust. Cogent Business & Management, 55(1). https://doi.org/10.1080/23311975.2017.1396655
Singh, P. H. P., Kumar, S., & Chatterjee, K. (2018). A family of efficient estimators of the finite population mean in simple random sampling. May. https://doi.org/10.1080/00949655.2017.1408808
Suchánek, P., & Králová, M. (2019). Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Economic Research-Ekonomska Istrazivanja , 32(1), 1237–1255. https://doi.org/10.1080/1331677X.2019.1627893
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. PT Alfabet.
Sukmawati. (2011). No Title.
Tandiontong. (2010). No Title.
Thi, N., Ha, T., Thinh, N. Q., Kim, M. H., Le, N., & Quy, D. (2020). http://jssidoi.org/esc/home. 8(1), 60–72.
Tung, C. M., & Suthinoparatanakul, T. (2019). Customer satisfaction, brand trust, and brand loyalty: a study of sportswear consumers in Thailand. International Journal of Economics and Research, 10(5), 16–37.
Winarso. (2010). PENGARUH KUALITAS PRODUK DAN REPUTASI MEREK TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN MIE INSTAN MEREK INDOMIE DI KOTA DENPASAR.
Yang, K. F., Yang, H. W., Chang, W. Y., Chien, H. K., & Quality, A. S. (2018). IEEM+2017+Paper.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Ashraf, S., Ilyas, R., Imtiaz, M., & Ahmad, S. (2018). Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan. International Journal of Academic Research in Business and Social Sciences, 8(2), 452–474. https://doi.org/10.6007/ijarbss/v8-i2/3885
Ayyagari, M., Parahoo, S., & Harvey, H. L. (2018). Marketing of Public Services. Economic Analysis, 51(1–2), 60. https://doi.org/10.28934/ea.18.51.12.pp60-78
Batam, B. P. S. (2021). Hasil Sensus Penduduk 2020, Penduduk Kota Batam 2020 1.196.396 Jiwa. https://batamkota.bps.go.id/pressrelease/2021/03/02/388/hasil-sensus-penduduk-2020--penduduk-kota-batam-2020-1-196-396-jiwa.html
Cuong, D. T., & Khoi, B. H. (2019). The relationship between service quality, satisfaction, trust and customer loyalty a study of convience stores in Vietnam. Journal of Advanced Research in Dynamical and Control Systems, 11(1 Special Issue), 327–333.
Farhan, M., & Tahir, M. S. (2020). The Relationship Among The Corporate Reputation , Customer Satisfaction , Customer Loyalty And Behavioral Intentions . A Study On The Pakistan Textile Industry. 11(3), 1–13.
Fatima, T., Malik, S. A., & Shabbir, A. (2018). Hospital healthcare service quality, patient satisfaction and loyalty: An investigation in context of private healthcare systems. International Journal of Quality and Reliability Management, 35(6), 1195–1214. https://doi.org/10.1108/IJQRM-02-2017-0031
halim, halim. (2013). No Title.
Hassan, S., & Shamsudin, M. F. (2019). Measuring the effect of service quality and corporate image on student satisfaction and loyalty in higher learning institutes of technical and vocational education and training. International Journal of Engineering and Advanced Technology, 8(5), 533–538. https://doi.org/10.35940/ijeat.E1077.0585C19
Hassanien & Dale. (2019). No Title.
Ibisworld. (2015). Understanding customer satisfaction in the UK quick service restaurant industry.
Ibrahim, Y., Abbas, T., & Kamal, M. (2021). The Use of Electronic Customer Relationship Management (E-CRM) Features through Hotel’ Website to Enhance Customer Loyalty and Brand Image. Journal of Association of Arab Universities for Tourism and Hospitality, 0(0), 0–0. https://doi.org/10.21608/jaauth.2021.79828.1190
Indriantoro, S. (2012). Metedologi Penelitian Bisnis. Edisi Pertama, Penerbit BPFE.
Iqbal, M. A., Murni, Y., & Sulistyowati, N. (2018). Analysis of The Influence of Brand Image And Customer Value on Customer Satisfaction And Its Impact on Customer Loyalty. International Journal of Economics, Business and Management Research, 2(4), 343–355.
Iriqat, R. A. M., & Abu Daqar, M. A. M. (2018). The Mediating Role of Customers’ Satisfaction on the Effect of CRM on Long-Term Customers Loyalty in the Banking Sector in the Palestinian Territory. Asian Social Science, 14(8), 76. https://doi.org/10.5539/ass.v14n8p76
Ismail, R. (2014). Nasabah Sebagai Prediktor Dalam Meningkatkan Loyalitas. Jurnal Organisasi Dan Manajemen, 10(2), 179–196.
Jamshidi, D., & Rousta, A. (2021). Brand Commitment Role in the Relationship between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia. Journal of Promotion Management, 27(1), 151–176. https://doi.org/10.1080/10496491.2020.1809596
Jr, J. F. H., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Ka, I., & Lai, W. (2019). Journal of Hospitality and Tourism Management Hotel image and reputation on building customer loyalty : An empirical study in Macau. 38(January), 111–121.
Kara, A., Kaynak, E., & Kucukemiroglu, O. (1995). Marketing strategies for fast-food restaurants : a customer view. 7(4), 16–22.
Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty. Journal of Internet Commerce, 18(4), 369–394. https://doi.org/10.1080/15332861.2019.1668658
Keller. (2013). EXPLORING BRAND LOYALTY TOWARD TRADITIONAL CONFECTIONERIES IN AN EMERGING MARKET.
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2020). The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 0(0), 1–27. https://doi.org/10.1080/15332667.2020.1840904
Kotler & Armstrong. (2001). ENGARUH CITRA MEREK TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Survei Pada Konsumen Produk Busana Muslim Dian Pelangi Di Malaysia). 298.
Krizanova, A., Gajanova, L., & Nadanyiova, M. (2018). Design of a CRM level and performance measurement model. Sustainability (Switzerland), 10(7). https://doi.org/10.3390/su10072567
Lee dan Yom. (2007). QUALITY PAPER Hospital healthcare service quality, patient satisfaction and loyalty.
Lewis, B. R., & Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour, 5(1), 15–31. https://doi.org/10.1002/cb.46
Mahsyar, S., & Surapati, U. (2020). Effect of Service Quality and Product Quality on Customer. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(1), 204–211.
Makanyeza, dan C. (2017). Mediators of the relationship between service quality and customer loyalty Evidence from the banking sector in Zimbabwe. https://doi.org/10.1108/IJBM-11-2016-0164
Mohsan, F. (2011). Impact of Customer Satisfaction on Customer Loyalty and Intentions to Switch: Evidence from Banking Sector of Pakistan.
Monga & Kaplash. (2016). No Title.
Nguyen, D. T., Pham, V. T., Tran, D. M., & Pham, D. B. T. (2020). Impact of service quality, customer satisfaction and switching costs on customer loyalty. Journal of Asian Finance, Economics and Business, 7(8), 395–405. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.395
Noor, N. N., Ruhana, I., & Rahardjo, K. (2016). Pengaruh Stres Kerja dan Kepuasan Kerja Terhadap Kinerja Karyawan Pada P.T. Lie Fung Surabaya. Jurnal Administrasi Bisnis, 1(2), 1–20.
Oumar, T. K., & Govender, K. K. (n.d.). [18420206 - Management & Marketing. Challenges for the Knowledge Society] Exploring the e-CRM – e-customer- e-loyalty nexus a Kenyan commercial bank case study.pdf. 12(4), 674–696. https://doi.org/10.1515/mmcks-2017-0039.Introduction
Öztürk, R. (2015). Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya. International Journal of Social, Behavioral, Educational, Economic and Management Engineering, 9(8), 2485–2488.
Priporas, C. V., Stylos, N., Vedanthachari, L. N., & Santiwatana, P. (2017). Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand. In International Journal of Tourism Research (Vol. 19, Issue 6). https://doi.org/10.1002/jtr.2141
Randolph, K. A., & Myers, L. L. (2013). Basic Statistics in Multivariate Analysis: Pocket Guide to Social Work Research Methods. Oxford University Press.
Rashid, M. dan. (2012). The Impact of CRM on Customer Satisfaction and Customer Loyalty: Mediation Effect of Customer Perceived Value (Evidence from Hospitality Industry)1.
Riyanto et al. (2020). No Title. https://books.google.co.id/books?hl=en&lr=&id=W2vXDwAAQBAJ&oi=fnd&pg=PP1&dq=objek+penelitian+merupakan&ots=Zgpk3WH7L-&sig=ERIry7ppH-dMLrGwwzyb2JKGWD4&redir_esc=y#v=onepage&q=objek penelitian merupakan&f=false
Shabbir, S. A. (2020). Impact of Service Quality and Brand Image on Brand Loyalty: the Mediating Role of Customer Satisfaction. Eurasian Journal of Social Sciences, 8(2), 75–84. https://doi.org/10.15604/ejss.2020.08.02.004
Shahid Iqbal, M., Ul Hassan, M., & Habibah, U. (2018). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business and Management, 5(1). https://doi.org/10.1080/23311975.2018.1423770
Sheikh, Halim, Hamdy, and H. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. TQM Journal, 32(6), 1525–1540. https://doi.org/10.1108/TQM-05-2019-0150
Sindhu, M. I., Arif, M., Sindhu, M. I., & Arif, M. (2017). Corporate social responsibility and loyalty : Intervening influence of customer satisfaction and trust Corporate social responsibility and loyalty : Intervening influence of customer satisfaction and trust. Cogent Business & Management, 55(1). https://doi.org/10.1080/23311975.2017.1396655
Singh, P. H. P., Kumar, S., & Chatterjee, K. (2018). A family of efficient estimators of the finite population mean in simple random sampling. May. https://doi.org/10.1080/00949655.2017.1408808
Suchánek, P., & Králová, M. (2019). Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Economic Research-Ekonomska Istrazivanja , 32(1), 1237–1255. https://doi.org/10.1080/1331677X.2019.1627893
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. PT Alfabet.
Sukmawati. (2011). No Title.
Tandiontong. (2010). No Title.
Thi, N., Ha, T., Thinh, N. Q., Kim, M. H., Le, N., & Quy, D. (2020). http://jssidoi.org/esc/home. 8(1), 60–72.
Tung, C. M., & Suthinoparatanakul, T. (2019). Customer satisfaction, brand trust, and brand loyalty: a study of sportswear consumers in Thailand. International Journal of Economics and Research, 10(5), 16–37.
Winarso. (2010). PENGARUH KUALITAS PRODUK DAN REPUTASI MEREK TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN MIE INSTAN MEREK INDOMIE DI KOTA DENPASAR.
Yang, K. F., Yang, H. W., Chang, W. Y., Chien, H. K., & Quality, A. S. (2018). IEEM+2017+Paper.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2022-11-11
How to Cite
Jeffryanto, J., & Dini, Y. (2022). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI PADA RESTORAN CEPAT SAJI DI KOTA BATAM. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 1225-1252. https://doi.org/10.31955/mea.v6i3.2479
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Articles
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