Anggitanniradi, Aulia (2022) PENGARUH ATTRIBUTES RELATED TO THE PRODUCT, SERVICE, DAN PURCHASE TERHADAP LOYALITAS KONSUMEN RUMAH MAKAN WARUNG TUMAN KOTA TANGERANG SELATAN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Food is a primary need for human, therefore many entrepreneurs start businesses in the food or culinary sector. As a businessman, the step that must be considered is to maintain customer satisfaction so that consumer loyalty can be achieved. The customer satisfaction is measured through attributes related to the product, service, and purchase. Meanwhile the customer loyalty is measured through habitual behavior. The location of this research was a restaurant called Warung Tuman which was located on Jalan Ciater Tengah, Rt.4/Rw.07, Ciater Village, Serpong District, South Tangerang City, Banten, 15317. The study was carried out from April 2022 - Juni 2022. The number of customers taken as samples as many as one hundred, where they were taken by purposive sampling. Data was then analysed descriptively and followed by LASSO regression analysis technique. Descriptive analysed consisting of the percentage of analysed and analysed mean arithmethic. In analysed mean arithmethic the results in this study revealed that customer satisfaction at Warung Tuman Restaurant got high results at attributes related to the product 44,52, attributes related to service 17,53, attributes related to purchase 32,09, and customer loyalty 31,67. From the LASSO regression equation model, it was found that only attributes related to the product and purchase have an influence on customer loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pangan merupakan kebutuhan primer bagi manusia, oleh karena itu banyak pengusaha yang memulai usaha di bidang makanan atau kuliner. Sebagai seorang pebisnis, langkah yang harus diperhatikan adalah menjaga kepuasan pelanggan agar loyalitas konsumen dapat tercapai. Kepuasan pelanggan diukur melalui atribut yang terkait dengan produk, layanan, dan pembelian. Sedangkan loyalitas pelanggan diukur melalui kebiasaan perilaku. Lokasi penelitian ini adalah sebuah rumah makan bernama Warung Tuman yang terletak di Jalan Ciater Tengah, Rt.4/Rw.07, Desa Ciater, Kecamatan Serpong, Kota Tangerang Selatan, Banten, 15317. Penelitian dilaksanakan pada bulan April 2022 - Juni 2022. Jumlah nasabah yang diambil sebagai sampel sebanyak seratus, dimana pengambilan sampel dilakukan secara purposive sampling. Data kemudian dianalisis secara deskriptif dan dilanjutkan dengan teknik analisis regresi LASSO. Analisis deskriptif terdiri dari dianalisis persentase dan analisis mean aritmatika. Dalam analisis mean aritmatika hasil dalam penelitian ini mengungkapkan bahwa kepuasan pelanggan di Rumah Makan Warung Tuman mendapatkan hasil yang tinggi pada atribut yang berhubungan dengan produk 44,52, atribut yang berhubungan dengan pelayanan 17,53, atribut yang berhubungan dengan pembelian 32,09, dan loyalitas pelanggan 31 ,67. Dari model persamaan regresi LASSO diketahui bahwa hanya atribut yang berhubungan dengan produk dan pembelian yang berpengaruh terhadap loyalitas pelanggan. | |||||||||
| Uncontrolled Keywords: | Satisfaction, Customer loyalty, LASSO Regression kepuasan, loyalitas konsumen, regresi LASSO | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Ms Aulia Anggitanniradi | |||||||||
| Date Deposited: | 27 Aug 2024 12:08 | |||||||||
| Last Modified: | 27 Aug 2024 12:08 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15830 |
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