BAB V KESIMPULAN
5.1 Kesimpulan
Pada sub bab ini, peniliti akan menarik kesimpulan dari hasil analisis dan pembahasan pada penelitian yang telah dilakukan. Adapun tujuan dari penelitian ini adalah untuk membuktikan hubungan variabel kualitas makanan, keadilan harga, lingkungan fisik terhadap kepuasan pelanggan yang berdampak pada loyalitas pelanggan. Pada penelitian ini menunjukkan seluruh hipotesis terbukti berpengaruh positif dan didukung oleh data. Dalam pengujian hipotesis, maka dapat disimpulkan bahwa:
1.Kualitas Makanan memiliki pengaruh positif terhadap Kepuasan Pelanggan 2.Keadilan Harga memiliki pengaruh positif terhadap Kepuasan Pelanggan 3.Lingkungan Fisik memiliki pengaruh positif terhadap Kepuasan Pelanggan 4.Kepuasan Pelanggan memiliki pengaruh positif terhadap Loyalitas Pelanggan 5.2 Saran
Hasil analisis, pembahasan, implikasi manajerial serta kesimpulan berdasarkan penelitian ini dapat dijadikan saran untuk Waroeng SS (Depok). Saran tersebut diharapkan dapat meningkatkan kepuasan dari pada pelanggan Waroeng SS (Depok) melalui faktor-faktor penentu kepuasan pelanggan pada restoran yang terdiri dar kualitas makanan, keadilan harga dan lingkungan fisik sehingga bisa menghasilkan juga meningkatkan para konsumen yang loyal terhadap Waroeng SS
(Depok). Berikut saran yang dapat diberikan kepada Waroeng SS (Depok) serta untuk penelitian selanjutnya antara lain sebagai berikut:
1.Bagi Waroeng Spesial Sambal (Depok)
a. Penyajian makanan diatas piring yang sesuai bisa dengan menambahkan garnish dengan bentuk yang menarik pada setiap menu yang dihidangkan seperti tomat yg dibuat menyerupai bunga ataupun cabai yang dipotong tipis di pinggir makanan yang akan dihidangkan. Selanjutnya, harus selalu tepat waktu dalam mengantarkan hidangan yang disajikan kepada pelanggan agar suhu makanan tetap terjaga dengan baik. Bahan makanan yang di olah harus selalu segar yang artinya sayuran atau lauk tidak boleh di olah dalam keadaan sudah lama tersimpan di dalam lemari pendingin makanan. Untuk alat perangkat penyaji makanan yang digunakan oleh para pelanggan harus selalu terjaga kebersihan nya, bebas dari debu dan kotoran yaitu dengan selalu menjaga kebersihan nya dengan mengecek setiap saat alat perangkat penyaji makanan pada saat akan diberikan kepada pelanggan b. Tetap mempertahankan keadilan harga yang ada untuk para pelanggan nya, kemudian dapat melakukan sebuah riset pasar terhadap kompetitor, apa yang membuat harga penawaran kompetitor dapat menjadi lebih murah serta menarik dibandingkan Waroeng SS, Depok. Hal ini kemudian memungkinkan dalam membantu restoran untuk mengetahui alasan penawaran harga kompetitor yang lebih murah serta menarik dan dapat menetapkan harga yang sesuai, sehingga dapat menjadikan Waroeng SS,
Depok mempunyai opsi harga yang lebih unggul dibandingkan dengan restoran yang lainnya.
c. Pada lingkungan fisik sebaiknya Waroeng SS (Depok) harus membuat atmosfer dari pada restoran dengan cara menambah dekorasi yang lebih kreatif dengan warna-warna yang lebih menarik serta interior di dalam restoran dengan menambahkan gambar-gambar menu unggulan agar menjadi nilai tambah bagi konsumen yang sulit untuk memilih menu dan juga menambah pencahayaan di dalam restoran yang memiliki sisi yang tertutup dari sinar matahari. Selanjutnya agar membuat temperatur restoran bisa lebih nyaman Waroeng SS, Depok dapat menambah lagi kipas angin atau menambah fasilitas lain nya seperti ac di dalam restoran.
d. Dalam menciptakan kepuasan, Waroeng SS, Depok perlu memperhatikan keadaan dari pada restoran. Menciptakan suasana yang nyaman serta dapat dinikmati oleh para pelanggan nya pada saat berada direstoran yaitu dapat dengan cara menanam pepohonan disekitaran area restoran dan juga membuat taman agar restoran terlihat lebih asri dan sejuk, kemudian untuk meminimalisasi kebisingan suara pelanggan yang ramai dapat dengan memutarkan lagu – lagu khas pada restoran seperti insrtrumental lagu sesuai konsep pada restoran sehingga para pelanggan dapat menikmati suasana saat berada direstoran.
e. Untuk menciptakkan ikatan yang kuat dengan para pelanggan Waroeng SS, Depok dapat membuat event seperti undian dengan cara setiap makan di restoran dengan minimal Rp.100.000-, akan mendapat kan satu voucher
undian untuk mendapatkan hadiah utama seperti Samsung S9 dan hadiah lain nya seperti voucher gratis minuman atau makanan tertentu. Kemudian dapat menciptakkan inovasi baru seperti sambal yang limited yang hanya dibuat di hari-hari tertentu sehingga membuat penasaran para pelanggan nya.
2.Bagi Peneliti Selanjutnya
a. Penelitian selanjutnya diharapkan dapat memperluas variabel-variabel lain selain variabel dalam penelitian ini seperti Kualitas Layanan.
b. Penelitian selanjutnya diharapkan dapat menggunakan kategori objek yang lain nya seperti hotel sehingga dapat memperluas bahasan didalam penelitian.
c. Selain itu penlitian ini hanya dilakukan di Depok dan dalam kurun waktu yang singkat, terhitung dari bulan Juli – Agustus 2018. Peneliti merasa akan adanya hasil yang berbeda jika penelitian ini dilakukan dalam kurun waktu yang lebih lama, dan dengan jumlah sampel yang lebih luas.
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LAMPIRAN
Lampiran 1: Kuesioner
Lampiran 1: Kuesioner (Lanjutan)
Lampiran 1: Kuesioner (Lanjutan)
Lampiran 1: Kuesioner (Lanjutan)
Lampiran 1: Kuesioner (Lanjutan)
Lampiran 1: Kuesioner (Lanjutan)
Lampiran 1: Kuesioner (Lanjutan)
Lampiran 2: Hasil Uji Validitas Pretest 1. Kualitas Makanan
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .742 Bartlett's Test of Sphericity Approx. Chi-Square 97.421
df 15
Sig. .000
Anti-image Matrices
KM1 KM2 KM3 KM4 KM5 KM6
Anti-image Covariance KM1 .591 -.190 .203 -.180 .043 -.085
KM2 -.190 .436 -.198 .002 .013 -.051
KM3 .203 -.198 .394 -.074 -.024 -.065
KM4 -.180 .002 -.074 .452 -.138 .048
KM5 .043 .013 -.024 -.138 .208 -.149
KM6 -.085 -.051 -.065 .048 -.149 .218
Anti-image Correlation KM1 .553a -.375 .421 -.348 .124 -.238
KM2 -.375 .790a -.477 .004 .043 -.164
KM3 .421 -.477 .745a -.174 -.085 -.222
KM4 -.348 .004 -.174 .793a -.451 .154
KM5 .124 .043 -.085 -.451 .735a -.699
KM6 -.238 -.164 -.222 .154 -.699 .758a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa Component
1
KM1 .511
KM2 .791
KM3 .765
KM4 .782
KM5 .888
KM6 .896
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
Lampiran 2: Hasil Uji Validitas Pretest (Lanjutan) 2. Keadilan Harga
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .838 Bartlett's Test of Sphericity Approx. Chi-Square 70.404
df 6
Sig. .000
Anti-image Matrices
KH1 KH2 KH3 KH4
Anti-image Covariance KH1 .292 -.115 -.103 -.154
KH2 -.115 .357 -.133 -.069
KH3 -.103 -.133 .410 -.045
KH4 -.154 -.069 -.045 .407
Anti-image Correlation KH1 .799a -.356 -.298 -.447
KH2 -.356 .844a -.349 -.181
KH3 -.298 -.349 .864a -.109
KH4 -.447 -.181 -.109 .852a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa Component
1
KH1 .916
KH2 .890
KH3 .865
KH4 .861
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
Lampiran 2: Hasil Uji Validitas Pretest (Lanjutan) 3. Lingkungan Fisik
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .777 Bartlett's Test of Sphericity Approx. Chi-Square 51.113
df 10
Sig. .000
Anti-image Matrices
LF1 LF2 LF3 LF4 LF5
Anti-image Covariance LF1 .770 -.180 -.158 .014 -.019
LF2 -.180 .757 -.084 -.022 -.066
LF3 -.158 -.084 .491 -.148 -.077
LF4 .014 -.022 -.148 .369 -.227
LF5 -.019 -.066 -.077 -.227 .399
Anti-image Correlation LF1 .802a -.236 -.258 .026 -.035
LF2 -.236 .866a -.137 -.042 -.120
LF3 -.258 -.137 .827a -.348 -.175
LF4 .026 -.042 -.348 .719a -.591
LF5 -.035 -.120 -.175 -.591 .748a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa Component
1
LF1 .589
LF2 .638
LF3 .836
LF4 .846
LF5 .839
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
Lampiran 2: Hasil Uji Validitas Pretest (Lanjutan) 4. Kepuasan Pelanggan
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .737 Bartlett's Test of Sphericity Approx. Chi-Square 55.394
df 6
Sig. .000
Anti-image Matrices
KP1 KP2 KP3 KP4
Anti-image Covariance KP1 .341 -.175 -.174 -.067
KP2 -.175 .761 .074 -.078
KP3 -.174 .074 .306 -.175
KP4 -.067 -.078 -.175 .396
Anti-image Correlation KP1 .742a -.344 -.539 -.183
KP2 -.344 .732a .153 -.143
KP3 -.539 .153 .688a -.502
KP4 -.183 -.143 -.502 .793a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa Component
1
KP1 .904
KP2 .588
KP3 .890
KP4 .875
Extraction Method:
Principal Component Analysis.
a. 1 components extracted.
Lampiran 2: Hasil Uji Validitas Pretest (Lanjutan) 5. Loyalitas Pelanggan
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .711 Bartlett's Test of Sphericity Approx. Chi-Square 83.076
df 10
Sig. .000
Anti-image Matrices
LP1 LP2 LP3 LP4 LP5
Anti-image Covariance LP1 .373 -.096 -.123 .096 -.066
LP2 -.096 .284 -.151 .031 -.048
LP3 -.123 -.151 .247 -.102 .031
LP4 .096 .031 -.102 .423 -.290
LP5 -.066 -.048 .031 -.290 .428
Anti-image Correlation LP1 .790a -.294 -.405 .242 -.166
LP2 -.294 .773a -.571 .091 -.136
LP3 -.405 -.571 .728a -.315 .095
LP4 .242 .091 -.315 .573a -.682
LP5 -.166 -.136 .095 -.682 .659a
a. Measures of Sampling Adequacy(MSA)
Component Matrixa Component
1 2
LP1 .801 -.437
LP2 .867 -.328
LP3 .898 -.245
LP4 .635 .692
LP5 .708 .585
Extraction Method: Principal Component Analysis.
a. 2 components extracted.
Lampiran 3: Hasil Uji Reliabilitas Pretest 1. Kualitas Makanan
Reliability Statistics Cronbach's
Alpha N of Items
.861 6
2. Keadilan Harga
Reliability Statistics
Cronbach's
Alpha N of Items
.904 4
3. Lingkungan Fisik
Reliability Statistics
Cronbach's
Alpha N of Items
.814 5
4. Kepuasan Pelanggan
Reliability Statistics
Cronbach's
Alpha N of Items
.837 4
Lampiran 3: Hasil Uji Reliabilitas Pretest (Lanjutan) 5. Loyalitas Pelanggan
Reliability Statistics
Cronbach's
Alpha N of Items
.833 5
Lampiran 4a: Measurement Model Fit
Lampiran 4b: Output Standardized Resgression Weight
Standardized Regression Weights: (Group number 1 - Default model)
Estimate KM6 <--- KM ,786 KM5 <--- KM ,806 KM4 <--- KM ,649 KM3 <--- KM ,761 KM2 <--- KM ,768 KM1 <--- KM ,574 KH4 <--- KH ,791 KH3 <--- KH ,787 KH2 <--- KH ,844 KH1 <--- KH ,806 LF5 <--- LF ,787 LF4 <--- LF ,792 LF3 <--- LF ,753 LF2 <--- LF ,780 LF1 <--- LF ,653 KP4 <--- KP ,811 KP3 <--- KP ,802 KP2 <--- KP ,644 KP1 <--- KP ,864 LP5 <--- LP ,592 LP4 <--- LP ,546 LP3 <--- LP ,741 LP2 <--- LP ,785 LP1 <--- LP ,878
Lampiran 5a: Overall Model Fit
Lampiran 5b: Output Standardized Regression Weight (Overall Model Fit) Estimate S.E. C.R. P Label
KP <--- KH ,427 ,066 6,475 ***
KP <--- KM ,196 ,048 4,075 ***
KP <--- LF ,384 ,060 6,412 ***
LP <--- KP ,992 ,113 8,773 ***
KM6 <--- KM 1,000
KM5 <--- KM ,954 ,098 9,723 ***
KM4 <--- KM ,656 ,089 7,352 ***
KM3 <--- KM ,806 ,092 8,740 ***
KM2 <--- KM ,772 ,094 8,245 ***
KM1 <--- KM ,603 ,106 5,705 ***
KH4 <--- KH 1,000
KH3 <--- KH ,944 ,106 8,884 ***
KH2 <--- KH ,965 ,099 9,760 ***
KH1 <--- KH 1,051 ,113 9,277 ***
LF5 <--- LF 1,000
LF4 <--- LF 1,009 ,109 9,260 ***
LF3 <--- LF 1,054 ,120 8,773 ***
LF2 <--- LF ,871 ,102 8,555 ***
LF1 <--- LF ,760 ,100 7,586 ***
LP1 <--- LP 1,000
LP2 <--- LP ,960 ,119 8,065 ***
LP3 <--- LP ,971 ,132 7,356 ***
KP4 <--- KP ,959 ,117 8,217 ***
KP2 <--- KP ,854 ,147 5,807 ***
KP3 <--- KP ,992 ,125 7,941 ***
KP1 <--- KP 1,000
LP4 <--- KP ,926 ,192 4,837 ***
LP5 <--- KP ,975 ,181 5,379 ***
Lampiran 5c: Model Fit Summary
Notes for model (default model) Computation of degrees of freedom (Default model)
Number of distinct sample moments: 300 Number of distinct parameters to be estimated: 52 Degrees of freedom (300 - 52): 248
Result (Default model) Result (Default model)
Minimum was achieved Chi-square = 683,366 Degrees of freedom = 248 Probability level = ,000
Model Fit Summary
CMIN
Model NPAR CMIN DF P CMIN/DF
Default model 52 683,366 248 ,000 2,756
Saturated model 300 ,000 0
Independence model 24 2261,098 276 ,000 8,192
Baseline Comparisons
Model NFI
Delta1
RFI rho1
IFI Delta2
TLI
rho2 CFI Default model ,698 ,664 ,784 ,756 ,781
Saturated model 1,000 1,000 1,000
Independence model ,000 ,000 ,000 ,000 ,000
RMSEA
Model RMSEA LO 90 HI 90 PCLOSE
Default model ,121 ,111 ,132 ,000
Independence model ,246 ,237 ,255 ,000