ANALISA PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN DI PISA KAFE SURABAYA

Olivia Wibisono(1*), Deborah Widjaja(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Abstrak : Pertumbuhan industri makanan dan minuman di Surabaya semakin meningkat. Hal ini menyebabkan restoran harus memiliki pelanggan tetap agar dapat mempertahankan usahanya. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan kualitas layanan terhadap kepuasan pelanggan dan loyalitas pelanggan. Peneliti ingin mengetahui faktor yang menyebabkan pelanggan menjadi setia di Pisa Kafe Surabaya. Teknik analisis yang digunakan dalam penelitian ini adalah PLS-SEM (Partial Least Square-Structural Equation Modeling) dan kualitas layanan menggunakan model second order formatif. Hasil dari penelitian ini membuktikan bahwa kualitas produk  berpengaruh signifikan dan positif terhadap kepuasan pelanggan dan kualitas layanan yang meliputi tangibles, reliability, responsiveness, assurance dan emphaty berpengaruh signifikan dan positif terhadap kepuasan pelanggan dan kepuasan ini menciptakan loyalitas pelanggan di Pisa Kafe Surabaya.

 

 Abstract : The growth of food and beverages industry in Surabaya is increasing. Therefore, restaurants must have loyal customers in order to maintain their business. This research is written to find the impact of product and service quality towards customer’s satisfaction and loyalty. Researcher wanted to explore loyalty factors of Pisa Kafe Surabaya’s loyal customers. This research used PLS-SEM (Partial Least Square-Structural Equation Modeling) technique to analyze, also service quality use second order formative model. The result has proved that product quality significantly and positively impacts customer’s satisfaction and service quality, which includes tangibles, reliability, responsiveness, assurance and empathy significantly and positively impacts customer’s satisfaction and it creates customer’s loyalty in Pisa Kafe Surabaya.

Keywords


Kualitas Produk, Kualitas Layanan, Kepuasan Pelanggan, dan Loyalitas Pelanggan.

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