PENGARUH STRATEGI DIFERENSIASI TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN
PADA RESTORAN PIZZA HUT DI MEDAN
ABSTRAK
Persaingan antara perusahaan penghasil produk fastfood saat ini sangat kompetitif. Salah satu cara untuk dapat bersaing adalah dengan membentuk kepuasan terhadap konsumen secara efektif guna mendapatkan konsumen baru dan mempertahankan konsumen lama dengan cara melaksanakan strategi diferensiasi seperti yang dilakukan restoran Pizza Hut di Medan. Maksud diferensiasi yaitu memudahkan penyediaan nilai yang cukup kuat pada produk dan diharapkan konsumen menyadari bahwa nilai itu ada sehingga dapat menciptakan kepuasan konsumen yang akan berujung pada loyalitas konsumen. Diferensiasi yang dapat dilakukan yaitu diferensiasi produk, diferensiasi pelayanan, dan diferensiasi citra. Rumusan masalah dalam penelitian ini yaitu apakah diferensiasi produk, diferensiasi pelayanan, dan diferensiasi citra berpengaruh positif dan signifikan terhadap kepuasan konsumen dan loyalitas konsumen pada restoran Pizza Hut di Medan? Apakah kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen pada restoran Pizza Hut di Medan? Apakah diferensiasi produk, diferensiasi pelayanan, dan diferensiasi citra berpengaruh positif dan signifikan terhadap loyalitas konsumen melalui kepuasan konsumen pada restoran Pizza Hut di Medan?. Teknik pengumpulan data dilakukan melalui wawancara, kuesioner dan dokumentasi. Jenis penelitian ini adalah deskriptif kuantitatif dan sifat penelitian ini adalah explanatory research. Sampel dalam penelitian ini yaitu 120 konsumen yang bersantap lebih dari 1 kali di restoran Pizza Hut di Medan. Pengujian hipotesis menggunakan analisis Structural Equation Model (SEM). Hasil pengujian menunjukkan bahwa diferensiasi produk dan diferensiasi pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen, diferensiasi citra berpengaruh positif dan tidak signifikan terhadap kepuasan konsumen. Diferensiasi produk dan diferensiasi pelayanan berpengaruh negatif dan tidak signifikan terhadap loyalitas konsumen, diferensiasi citra berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen. Diferensiasi produk, diferensiasi pelayanan, dan diferensiasi citra memiliki pengaruh yang positif dan signifikan terhadap loyalitas konsumen melalui kepuasan konsumen restoran Pizza Hut di Medan Dalam penelitian ini variabel kepuasan konsumen berperan sebagai sebagai variabel intervening yang menentukan pengaruh strategi diferensiasi (diferensiasi produk, diferensiasi pelayanan, diferensiasi citra) terhadap loyalitas konsumen restoran Pizza Hut di Medan.
THE INFLUENCE OF DIFFERENTIATION STRATEGY ON CONSUMER LOYALTY THROUGH CONSUMER SATISFACTION AT
PIZZA HUT RESTAURANT IN MEDAN
ABSTRACT
Competition among the companies which produce fast food today is highly competitive. One of the techniques to able to compete is by providing satisfaction to consumers effectively in order to obtain new customers and maintain old customers and by carrying out differentiation strategy as what has been done by Pizza Hut Restaurant in Medan. The aim of differentiation is to facilitate the facilitation of strong value for a product, and it is expected that consumers realize its value so that it can create consumer satisfaction which will eventually create consumer loyalty. The differentiation included product differentiation, service differentiation, and image differentiation. The problems of the research were whether product differentiation, service differentiation, and image differentiation had positive and significant influence on consumer satisfaction and consumer loyalty in Pizza Hut Restaurant in Medan? whether consumer satisfaction had positive and significant influence on consumer loyalty in Pizza Hut Restaurant in Medan? and whether product differentiation, service differentiation, and image differentiation had positive and significant influence on consumer loyalty through consumer satisfaction in Pizza Hut Restaurant in Medan?. The data were gathered by conducting interviews, questionnaires, and documentation. The research used descriptive quantitative and explanatory research methods. The samples consisted of 120 consumers who ate their meals more than once in Pizza Hut Restaurant, Medan. Hypothesis was tested by using Structured Equation Model (SEM). The result of the research showed that product differentiation and service differentiation had positive and significant influence on consumer satisfaction, while image differentiation had positive but insignificant influence on consumer satisfaction. Product differentiation and service differentiation had negative and insignificant influence on consumer loyalty, while image differentiation had positive and significant influence on consumer loyalty. Consumer satisfaction had positive and significant influence on consumer loyalty, while product differentiation, service differentiation, and image differentiation had positive and significant influence on consumer loyalty through consumer satisfaction in Pizza Hut Restaurant, Medan. The variable of consumer satisfaction which played its role as intervening variable determined the influence of differentiation strategies (product differentiation, service differentiation, and image differentiation) on consumer loyalty in Pizza Hut Restaurant, Medan.