KHIYARULLAH, KHIYARULLAH (2022) PENGARUH KUALITAS MAKANAN DAN KUALITAS LAYANAN, TERHADAP LOYALITAS KONSUMEN DENGAN CELLEBRITY ENDORSER SEBAGAI VARIABEL MODERASI PADA RESTORAN CEPAT SAJI MC DONALD’S KOTA SERANG (Survey Pada Mahasiswa/i Jurusan Manajemen Angkatan 2017). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The purpose of this study was to determine the effect of food quality and service quality on consumer loyalty with celebrity endorser as a moderating variable at Mc Donald's Fast Food Restaurant Serang City, namely students of the Department of Management class 2017. The method used in this study is causal research with quantitative descriptive approach. In collecting data using a questionnaire with a total of 100 respondents using the accidental sampling method Lemeshow formula, data analysis technique using SmartPLS version.3.0.The results showed that: (1) food quality has a significant effect on consumer loyalty, (2) service quality has a significant effect on consumer loyalty, (3) the celebrity endorser variable does not moderate the relationship between food quality and consumer loyalty has a negative influence and (4) the celebrity variable endorser does not moderate the relationship between food quality and consumer loyalty. Keywords: Food Quality, Service Quality, Celebrity Endorser, Consumer Loyalty.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Mumtazah Damarwulan, Liza 197411292005012001
Additional Information:	Tujuan dalam penelitian ini ialah untuk mengetahui pengaruh kualitas makanan dan kualitas layanan, terhadap loyalitas konsumen dengan celebrity endorser sebagai variabel Moderasi Pada Restoran Cepat SajI Mc Donald’s Kota Serang yaitu mahasiswa/i Jurusan Manajemen angkatan 2017. Metode yang digunakan dalam penelitian ini adalah penelitian kausal dengan pendekatan deskriptif kuantitatif. Dalam pengumpulan data menggunakan kuesioner dengan total 100 responden dengan menggunakan metode pengambilan sampel sampling accidental rumus Lemeshow, teknik analisis data menggunakan SmartPLS versi.3.0. Hasil penelitian menunjukkan bahwa: (1) kualitas makanan berpengaruh signifikan terhadap loyalitas konsumen, (2) kualitas layanan berpengaruh signifikan terhadap loyalitas konsumen, (3) variabel celebrity endorser tidak memoderasi hubungan kualitas makanan terhadap loyalitas konsumen mempunyai pengaruh negative dan (4) variabel celebrity endorser tidak memoderasi hubungan kualitas makanan terhadap loyalitas konsumen. Kata Kunci: Kualitas Makanan, Kualitas Layanan, Celebrity Endorser, Loyalitas Konsumen.
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
Depositing User:	S1 Khiyarullah Khiyarullah
Date Deposited:	26 Dec 2022 15:15
Last Modified:	26 Dec 2022 15:15
URI:	http://eprints.untirta.ac.id/id/eprint/19047

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