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ABSTRAK
David Harianto Skripsi
Analisa Pengaruh Kualitas Layanan, Brand Image, dan Atmosfer terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening Konsumen Kedai Deja- vu Surabaya
Seiring dengan bertumbuhnya jumlah restoran dan café yang ada di Surabaya, maka dapat dikatakan bahwa persaingan dalam industri tersebut semakin berat. Oleh karena itu, diperlukan suatu usaha agar sebuah restoran atau café dapat bertahan di industri tersebut. Salah satu usaha yang dapat dilakukan adalah menciptakan strategi pemasaran yang berorientasi pada konsumen yang berusaha memberikan kepuasan atas kebutuhan dan keinginan pelanggan.
Penelitian ini berisi tentang kualitas layanan, brand image, dan atmosfer yang diduga memiliki pengaruh terhadap loyalitas konsumen dengan mediasi kepuasan konsumen.
Penelitian ini merupakan penelitian eksplanatori kausal yang dilakukan secara kuantitatif. Seluruh data yang ada dalam penelitian ini didapatkan melalui metode wawancara dengan alat bantu kuisioner. Sampel penelitian adalah 150 pengunjung yang melakukan proses pembelian di Kedai Deja- vu Surabaya. Hasil observasi akan di analisis dengan menggunakan metode Structural Equation Model (SEM).
Hasil analisis menggunakan Structural Equation Model (SEM) menyimpulkan bahwa brand image dan atmosfer yang dimiliki oleh cafe Deja Vu memiliki pengaruh yang signifikan terhadap kepuasan konsumen, sementara kualitas layanan yang diberikan belum memberikan pengaruh yang signifikan.
Hasil lain ditunjukkan bahwa kepuasan konsumen cafe Deja-vu Surabaya memiliki pengaruh yang signifikan terhadap loyalitas yang bisa diberikan.
Kata Kunci:
Kualitas layanan, brand image, atmosfer, kepuasan konsumen, loyalitas konsumen
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ABSTRACT
David Harianto Thesis
Influence Analysis of Service Quality, Brand Image, and Atmosphere to Customer Loyalty with Customer Satisfaction as Intervening Variable in Kedai Deja- vu Surabaya.
Along with nothing growing the number of restaurants and café in Surabaya so it can be said that competition in the industry is getting heavier.
Therefore, it takes an effort to an on-site restaurant or café can survive in the industry. One effort can be done is to create a marketing strategy that is oriented on the consumer. This research is about service quality, brand image, and the atmosphere is thought to have influence on consumer loyalty with the mediation of consumer satisfaction.
This research is eksplanatori causal research conducted in a quantitative manner. All existing data in these studies obtained through the method of interview with AIDS questionnaire. The data is then processed using Structural Equation Modeling (SEM).
The results of the analysis using the Structural Equation Model (SEM) concluded that brand image and atmosphere has a significant effect on customer satisfaction, while the service quality provided has not had a significant influence.
Other results indicated that customer satisfaction Deja-vu cafe Surabaya has a significant effect on loyalty that can be given.
Key words:
Service quality, brand image, atmosphere, consumer satisfaction, consumer
loyalty.
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DAFTAR ISI
HALAMAN JUDUL ... i
LEMBAR PENGESAHAN ... Error! Bookmark not defined. LEMBAR PERSETUJUAN PUBLIKASI ... Error! Bookmark not defined. KATA PENGANTAR ... Error! Bookmark not defined. ABSTRAK ... vi
DAFTAR ISI ... viii
DAFTAR TABEL ... xi
DAFTAR GAMBAR ... xiii
DAFTAR RUMUS ... xiv
DAFTAR LAMPIRAN ... xv 1.PENDAHULUAN ... Error! Bookmark not defined.
1.1 Latar Belakang ... Error! Bookmark not defined.
1.2 Rumusan Masalah ... Error! Bookmark not defined.
1.3 Tujuan Penelitian ... Error! Bookmark not defined.
1.4 Manfaat Penelitian ... Error! Bookmark not defined.
2.TINJAUAN PUSTAKA ... Error! Bookmark not defined.
2.1 Pemasaran ... Error! Bookmark not defined.
2.2 Jasa ... Error! Bookmark not defined.
2.3 Konsep Kepuasan Pelanggan (Customer Satisfaction) ... Error! Bookmark not defined.
2.3.1 Definisi Kepuasan Pelanggan ... Error! Bookmark not defined.
2.3.2 Pengukuran Kepuasan Pelanggan ... Error! Bookmark not defined.
2.4 Loyalitas Konsumen ... Error! Bookmark not defined.
2.5 Konsep Kualitas Layanan (Service Quality) Error! Bookmark not defined.
2.5.1 Definisi Kualitas Layanan ... Error! Bookmark not defined.
2.5.2 Dimensi Kualitas Layanan ... Error! Bookmark not defined.
2.6 Brand Image ... Error! Bookmark not defined.
2.7 Atmosfer ... Error! Bookmark not defined.
2.8 Hubungan Antar Konsep ... Error! Bookmark not defined.
2.8.1 Pengaruh Kualitas Layanan, Brand Image, dan Atmosfer terhadap Kepuasan Konsumen ... Error! Bookmark not defined.
2.8.2 Pengaruh Kepuasan Konsumen terhadap Loyalitas Konsumen .... Error!
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2.9 Kerangka Berpikir ... Error! Bookmark not defined.
2.10 Kerangka Konseptual ... Error! Bookmark not defined.
3.METODOLOGI PENELITIAN ... Error! Bookmark not defined.
3.1 Metode Penelitian ... Error! Bookmark not defined.
3.2 Jenis Penelitian ... Error! Bookmark not defined.
3.3 Gambaran Populasi dan Sampel ... Error! Bookmark not defined.
3.3.1 Populasi ... Error! Bookmark not defined.
3.3.2 Sampel ... Error! Bookmark not defined.
3.4 Metode Pengumpulan Data dan Teknik Pengambilan Sampel ... Error!
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3.5 Jenis dan Sumber Data ... Error! Bookmark not defined.
3.6 Skala Pengukuran ... Error! Bookmark not defined.
3.7 Definisi Operasional Variabel ... Error! Bookmark not defined.
3.8 Metode Pengolahan dan Analisis Data ... Error! Bookmark not defined.
3.8.1 Konsep Dasar Structural Equation Model (SEM) Error! Bookmark not defined.
3.8.2 Variabel Laten Eksogen dan Endogen ... Error! Bookmark not defined.
3.8.3 Model dalam SEM ... Error! Bookmark not defined.
3.8.4 Kovarians dan Korelasi... Error! Bookmark not defined.
3.8.5 Error dalam Pengukuran ... Error! Bookmark not defined.
3.8.6 Alat Analisis Structural Equation Modeling (SEM) .. Error! Bookmark not defined.
3.8.7 Pengukuran Structural Equation Modeling (SEM) .... Error! Bookmark not defined.
3.8.8 Convergent Validity dan Construct Reliability ....Error! Bookmark not defined.
4.ANALISA DAN PEMBAHASAN ... Error! Bookmark not defined.
4.1 Gambaran Umum Perusahaan ... Error! Bookmark not defined.
4.2 Analisa Deskriptif ... Error! Bookmark not defined.
4.2.1 Profil Responden ... Error! Bookmark not defined.
4.2.2 Jawaban Responden ... Error! Bookmark not defined.
4.2.2.1 Kualitas Layanan ... Error! Bookmark not defined.
4.2.2.2 Brand Image ... Error! Bookmark not defined.
4.2.2.3 Atmosfer ... Error! Bookmark not defined.
4.2.2.4 Kepuasan Konsumen ... Error! Bookmark not defined.
4.3 Uji Validitas dan Reliabilitas ... Error! Bookmark not defined.
4.3.1 Uji Validitas ... Error! Bookmark not defined.
4.3.2 Uji Reliabilitas ... Error! Bookmark not defined.
4.4 Structural Equational Modelling ... Error! Bookmark not defined.
4.4.1 Convergent Validity dan Construct Reliability ...Error! Bookmark not defined.
4.4.2 Full Model Structural ... Error! Bookmark not defined.
4.4.2.1 Uji Asumsi SEM ... Error! Bookmark not defined.
4.4.2.1.1 Uji Data Outlier ... Error! Bookmark not defined.
4.4.2.1.2 Uji Normalitas ... Error! Bookmark not defined.
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4.4.2.2 Uji Goodness of Fit Full Model Structural ...Error! Bookmark not defined.
4.5 Pembahasan ... Error! Bookmark not defined.
4.5.1 Pengaruh Kualitas Layanan terhadap Kepuasan Konsumen ... Error!
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4.5.2 Pengaruh Brand Image terhadap Kepuasan Konsumen ... Error!
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4.5.3 Pengaruh Atmosfer terhadap Kepuasan Konsumen ... Error! Bookmark not defined.
4.5.4 Pengaruh Kepuasan Konsumen terhadap Loyalitas Konsumen .... Error!
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5.KESIMPULAN DAN SARAN ... Error! Bookmark not defined.
5.1 Kesimpulan ... Error! Bookmark not defined.
5.2 Saran ... Error! Bookmark not defined.
DAFTAR REFERENSI ... Error! Bookmark not defined.
LAMPIRAN ... Error! Bookmark not defined.
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DAFTAR TABEL
4.1 Daftar Menu Kedai Deja-vu ... Error! Bookmark not defined.
4.2 Hasil Screening Model ... Error! Bookmark not defined.
4.3 Profil Responden Berdasarkan Jenis Kelamin . Error! Bookmark not defined.
4.4 Profil Responden Berdasarkan Usia ... Error! Bookmark not defined.
4.5 Profil Responden Berdasarkan Pekerjaan ... Error! Bookmark not defined.
4.6 Profil Responden Berdasarkan Pengeluaran Per bulan ...Error! Bookmark not defined.
4.7 Distribusi Tanggapan dan Mean Variabel Kualitas Layanan Error! Bookmark not defined.
4.8 Distribusi Tanggapan dan Mean Variabel Brand Image .Error! Bookmark not defined.
4.9 Distribusi Tanggapan dan Mean Variabel Atmosfer ...Error! Bookmark not defined.
4.10 Distribusi Tanggapan dan Mean Variabel kepuasan Konsumen ... Error!
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4.11 Distribusi Tanggapan dan Mean Variabel Loyalitas Konsumen ... Error!
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4.12 Uji Validitas Variabel Kualitas Layanan ... Error! Bookmark not defined.
4.13 Uji Validitas Variabel Brand Image... Error! Bookmark not defined.
4.14 Uji Validitas Variabel Atmosfer ... Error! Bookmark not defined.
4.15 Uji Validitas Variabel Kepuasan Konsumen . Error! Bookmark not defined.
4.16 Uji Validitas Variabel Loyalitas Konsumen .. Error! Bookmark not defined.
4.17 Uji Reliabilitas ... Error! Bookmark not defined.
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4.18 Confirmatory Factor Analysis Variabel Kualitas Layanan . Error! Bookmark not defined.
4.19 Confirmatory Factor Analysis Variabel Brand Image ..Error! Bookmark not defined.
4.20 Confirmatory Factor Analysis Variabel Atmosfer ...Error! Bookmark not defined.
4.21 Confirmatory Factor Analysis Variabel Kepuasan Konsumen ... Error!
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4.22 Confirmatory Factor Analysis Variabel Loyalitas Konsumen ... Error!
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4.23 Hasil Uji Mahalanobis d-squared ... Error! Bookmark not defined.
4.24 Hasil Uji Multivariate Normality ... Error! Bookmark not defined.
4.25 Pengujian Goodness of Fit Full Model Structural ...Error! Bookmark not defined.
4.26 Pengujian Goodness of Fit Model Full Model Structural Modification Error!
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4.27 Standardized Regression Weight Full Model Structural Modification .. Error!
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DAFTAR GAMBAR
2.1 Kerangka Berpikir ... Error! Bookmark not defined.
2.2 Model Konseptual ... Error! Bookmark not defined.
4.1 Confirmatory Factor Analysis Variabel Kualitas Layanan ... Error! Bookmark not defined.
4.2 Confirmatory Factor Analysis Variabel Kualitas Layanan ... Error! Bookmark not defined.
4.3 Confirmatory Factor Analysis Variabel Atmosfer ...Error! Bookmark not defined.
4.4 Confirmatory Factor Analysis Variabel Kepuasan Konsumen ... Error!
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4.5 Confirmatory Factor Analysis Variabel Loyalitas Konsumen ... Error!
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4.6 Full Model Structural ... Error! Bookmark not defined.
4.7 Full Model Structural Modification ... Error! Bookmark not defined.
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DAFTAR RUMUS
(3.1) Persamaan Struktural SEM ... Error! Bookmark not defined.
(3.2) Rumus perhitungan kovarian ... Error! Bookmark not defined.
(3.3) Rumus perhitungan korelasi ... Error! Bookmark not defined.
(3.4) Rumus Reliabiitas Konstruk ... Error! Bookmark not defined.
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