KINERJA KUALITAS JASA TERHADAP LOYALITAS PELANGGAN DI 9’SQUARE BAR & RESTO BANDUNG

Karunia, Lia Haryati (2015) KINERJA KUALITAS JASA TERHADAP LOYALITAS PELANGGAN DI 9’SQUARE BAR & RESTO BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Perkembangan industri bar & resto di kota Bandung berkembang dengan pesat. Salah satu restoran di kota Bandung yang menarik dengan klasifikasi bar and resto adalah 9’Square Bar & Resto Bandung. Dalam pengembangannya, restoran berupaya dalam memberikan pelayanan yang baik dan berkualitas agar pelanggan dapat menjadi loyal. Saat ini dirasakan pengunjung yang loyal dari tahun 2011 sampai tahun 2013 hanya sedikit. Hal ini bisa dilihat dari penurunan jumlah pelanggan yang sudah loyal di 9’Square Bar & Resto menyebabkan penurunan pendapatan, sehingga kondisi seperti ini dapat mengakibatkan lambatnya perkembangan perusahaan. Oleh sebab itu perusahaan ingin meningkatkan kulitas pelayanan jasa. Sasaranya agar loyalitas pelanggan semakin meningkat. Tujuan dari penelitian ini adalah memperoleh temuan mengenai kualitas pelayanan, memperoleh temuan mengenai tingkat loyalitas, memperoleh temuan mengenai pengaruh kualitas pelayanan terhadap tingkat loyalitas konsumen di 9’Square Bar & Resto Bandung, baik secara parsial maupun secara simultan. Penelitian ini yang dijadikan sebagai populasi adalah konsumen yang berkunjung dan melakukan pembelian ke 9’Square bar & resto Bandung pada tahun 2013 sebanyak 46.625 orang dan sampel yang diambil untuk penelitian adalah 100 responden. Data dikumpulkan melalui survei terhadap sampel pengunjung dan melakukan membelian ke 9’Square bar & resto Bandung. Metode analisis data yang digunakan adalah metode analisis jalur. Penelitian ini menghasilkan tangibles, empathy reliability, responsiveness, dan assurance secara parsial dan simultan berpengaruh terhadap loyalitas pengunjung 9’Square bar & resto Bandung. Secara parsial, terdapat pengaruh signifikan tangibles, responsiveness, assurance dan empathy terhadap loyalitas, kecuali reliability tidak terdapat pengaruh signifikan terhadap loyalitas. Untuk meningkatkan kuailtas maka perlu memperhatikan hubungan baik dengan pelanggan, agar loyalitas pelanggan selalu terjaga dengan baik melalui lima aspek tangibles, empathy reliability, responsiveness, dan assurance.;--- Recently Bar and Resto industries have been significantly developing in Bandung. 9’Square Bar and Resto is one of Bandung-based restaurants classified as bar and resto. The restaurant has made some efforts to provide best services for the customers so that they are expected to be loyal customers of the restaurant. It was assumed that there had been few loyal customers observed from 2011 through 2013 as evidenced in the decline of profit which then affected the venture’s development. This venture therefore attempts to improve the quality of services in its effort to increase the customers’ loyalty. The aims of the research is to find out the quality of services, level of services, and the effect of the quality of services on customers’ level of loyalty both partially and simultaneously in Bandung 9’Square Bar and Resto. As many as 46.625 customers of the 9’Square Bar and Resto Bandung who were observed to have purchased any food and beverages from the restaurant in 2013 became the population of the research, while the sample of the research were 100 respondents. The data were collected through survey. The data were then analyzed by using track analysis method. This research resulted in tangibles, empathy reliability, responsiveness, and assurance both partially and simultaneously which affected the customers’ loyalty of Bandung 9’Square Bar and Resto. Partially, there was a significant effect of tangibles, responsiveness, assurance and empathy, except for reliability, on customers’ loyalty. To improve the quality of services, it is important for the restaurant to build rapport with the customers in order that the customers’ loyalty can be nurtured through the five aspects, i.e. tangibles, empathy reliability, responsiveness, and assurance.

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No.panggil : S MIK KAR p-2015; Pembimbing : I.Woro Priatini.
Uncontrolled Keywords: Kualitas pelayanan, Loyalitas, service quality and loyalty.
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Mr mhsinf 2017
Date Deposited: 20 Nov 2017 07:18
Last Modified: 20 Nov 2017 07:18
URI: http://repository.upi.edu/id/eprint/28077

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