Wati, Ira Mega and Dr. Ir. Anthon Efani,, MP (2023) Analisis Pengaruh Persepsi Kualitas Layanan, Variasi Menu, Harga, Fasilitas Dan Kepuasan Konsumen Terhadap Minat Beli Ulang Pada Gubug Makan Mang Engking Pandaan, Jawa Timur. Sarjana thesis, Universitas Brawijaya.
Abstract
Bisnis kuliner yang baik ditandai dengan adanya minat beli ulang dan loyalitas pelanggan. Persepsi konsumen akan mempengaruhi loyalitas dan keputusan untuk membeli kembali sebuah produk yang ada pada sebuah rumah makan. Persepsi konsumen tersebut dapat terbentuk melalui aspek kualitas layanan (X1), variasi menu (X2), harga (X3), fasilitas (X4) dan kepuasan konsumen (X5). Tujuan penelitian ini untuk adalah untuk menganalisis apakah persepsi variabel layanan (X1), variasi menu (X2), harga (X3), fasilitas (X4) dan kepuasan konsumen (X5) berpengaruh terhadap minat beli ulang di Gubug Makan Mang Engking Pandaan, Jawa Timur. Teknik pengambilan data dilakukan dengan menyebar kuisoner dan wawancara dengan konsumen yang datang ke lokasi. Metode dalam penelitian ini adalah deskriptif kuantitatif. Analisis data yang dilakukan berupa analisis regresi linear berganda, uji t dan uji F. Rata-rata penilaian reponden terhadap aspek kualitas layanan (X1) sebesar 4.90, variasi menu (X2) sebesar 4.15, harga (X3) sebesar 3,76, fasilitas (X4) sebesar 4.20 dan kepuasan konsumen (X5) sebesar 4.06. Hasil pengisian kuisoner juga menunjukkan nilai minat beli ulang yang baik sebesar 3,93. Sebelum dilakukan analisis regresi linear berganda data haruslah memenuhi validasi model regresi. Sehingga dilakukan uji asumsi klasik yakni uji normalitas, uji multikolineritas, dan uji heteroksiditas. Hasil uji normalitas didapati data plot mengikuti garis diagonal sehingga model regresi penelitian ini berdistribusi normal. Hasil uji tolerance dan VIF (tolerance > 0.01 dan VIF < 10) juga menunjukkan bahwa model regresi tidak memiliki hubungan kuat antar variabel (multikoliner). Pengujian heteroksiditas didapati bahwa grafik scatter plot menyebar dan membentang di atas dan di bawah titilk nol sumbu Y yang menandakan tidak ditemukannya heteroksiditas pada model regresi. Semua asumsi klasik model regresi terpenuhi sehingga dapat dilakukan analisis regresi linear berganda dan menghasilkan persamaan regresi Y = 0.124+ 0.128X1+0.017X2+0.151X3-0.085X4+0.494X5+e dengan nilai koefisien determinasi (R2): 0,76. Artinya gabungan variabel X1, X2, X3, X4 dan X5 berpengaruh terhadap Y (minat beli ulang) sebesar 76 % dan sisanya dipengaruhi oleh faktor lain. Pengaruh variabel secara parsial dilakukan uji t dimana menunjukkan hubungan parsial antara kualitas layanan (X1), harga (X3) dan kepuasan konsumen (X5) signifikan terhadap minat beli ulang (t hitung > t tabel). Sementara masing-masing variabel lain menu (X2) dan fasilitas (X4) tidak berpengaruh secara signifikan (t hitung < t tabel). Pengujian secara simultan terkait bagaimana akumulasi setiap variabel X1, X2, X3, X4 dan X5 terhadap minat beli ulang menunjukkan hasil positif atau signifikan (< 0.10). Berdasarkan pengujian tersebut dapat ditarik kesimpulan bahwa secara simultan akumulasi semua variabel layanan (X1), variasi menu (X2), harga (X3), fasilitas (X4) dan kepuasan konsumen (X5) berpengaruh terhadap minat beli ulang (Y). Sementara itu variabel yang memiliki signifikansi secara parsial terhadap minat beli ulang adalah kualitas layanan (X1), harga (X3) dan kepuasan konsumen (X5). Berdasarkan kesimpulan maka saran yang dapat diberikan untuk Gubug Makan Mang Engking adalah dapat mengambil implikasi untuk meningkatkan kualitas layanan, harga dan kepuasan konsumen karena poin tersebut mempengaruhi terhadap minat beli ulang konsumen.
English Abstract
A good culinary business is characterized by repurchasing interest and customer loyalty. Consumer perceptions will affect loyalty and the decision to repurchase a product in a restaurant. Consumer perceptions can be formed through aspects of service quality (X1), variety (X2), price (X3), facilities (X4) and customer satisfaction (X5). The aim of this study was to analyze whether the service variable (X1), variety (X2), price (X3), facilities (X4) and consumer satisfaction (X5) influence the intention to repurchase at the Gubung Makan Mang Engking Pandaan, East Java. Data collection techniques were carried out by distributing questionnaires and interviewing consumers who came to the location. The method in this research is descriptive quantitative. Data analysis was carried out in the form of multiple linear regression analysis, t test and F test. The average respondent's assessment of the service quality aspect (X1) was 4.90, menu variation (X2) was 4.15, price (X3) was 3.76, facilities (X4) was 4.20 and consumer satisfaction (X5) was 4.06. The results also showed a good repurchase interest value at 3.93. Before carrying out multiple linear regression analysis, the data must have validation to the regression model. The classic assumption test was carried out, namely the normality test, multicollinearity test, heterooxidity test. The results of the normality test found that the plot data follows a diagonal line so that the regression model of this study is normally distributed. The results of the tolerance and VIF tests (tolerance > 0.01 and VIF < 10) also show that the regression model does not have a strong relationship between variables (multicollinear). Heterooxidity testing found that the scatter plot graph spreads and stretches above and below the zero point on the Y axis which indicates that there was no heterooxidity found in the regression model. All the classical assumptions of the regression model are fulfilled and multiple linear regression analysis can be carried out. The model has regression equation of Y = 0.124+ 0.128X1+0.017X2+0.151X3-0.085X4+0.494X5+e with a coefficient of determination (R2): 0.76. This means that the combination of variables X1, X2, X3, X4 and X5 has an effect on Y (repurchase intention) of 76% and the rest is influenced by other factors. The influence of variables is partially carried out by a t test which shows a partial relationship between service quality (X1), price (X3) and consumer satisfaction (X5) significant to repurchase intention (t count > t table). While each of the other variables menu (X2) and facilities (X4) have no significant effect (t count < t table). Simultaneous testing regarding how the accumulation of each variable X1, X2, X3, X4 and X5 on repurchase intention shows positive or significant results (< 0.10). Based on these tests it can be concluded that simultaneously the accumulation of all service variables (X1), menu variations (X2), price (X3), facilities (X4) and customer satisfaction (X5) affect repurchase intention (Y). Meanwhile the variables that have partial significance on repurchase intention are service quality (X1), price (X3) and consumer satisfaction (X5). Based on the conclusion, the suggestions that can be given for Gubug Makan Mang Engking are that it can take implications for improving service quality, price and consumer satisfaction because these points affect consumer repurchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522080404 |
| Subjects: | 300 Social sciences > 338 Production > 338.3 Other extractive industries > 338.37 Products > 338.372 Products of fishing, whaling, hunting, trapping > 338.372 7 Products of fishing, whaling, hunting, trapping (Fishing) |
| Divisions: | Fakultas Perikanan dan Ilmu Kelautan > Agrobisnis Perikanan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 29 May 2023 02:43 |
| Last Modified: | 29 May 2023 02:43 |
| URI: | http://repository.ub.ac.id/id/eprint/200518 |
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