SINTA FITRIANI, ROHANA (2023) PENGARUH KEPUASAN KONSUMEN TERHADAP MINAT BELI ULANG AYAM DAN BEBEK MERCON (Studi Kasus di Rumah Makan Oseng Mercon Ibu Menik di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
One of the many culinary businesses in Indonesia is a restaurant. RM. Oseng Mercon Ibu Menik is a restaurant with a main menu of chicken and duck with spicy mercon sauce. To face business competition, restaurant entrepreneurs need to pay attention to consumer needs and expectations so that customer satisfaction can be created, which will encourage repurchase intentions. The purpose of this study was to analyze the influence of consumer satisfaction (product quality, price, service quality, emotional, and cost/convenience) on the repurchase intention of Mercon chickens and ducks partially and simultaneously at RM. Oseng Mercon Ibu Menik. The method used in this research is a quantitative descriptive method. The sampling technique used is non-probability sampling by accidental sampling. The analytical tool used in this study is multiple linear regression analysis. From the calculation results, it is found that simultaneously, consumer satisfaction, which includes product quality (X1), price (X2), service quality (X3), emotional (X4), and cost/convenience (X5), has a significant effect on the intention to repurchase Mercon chicken and duck. Meanwhile, partially customer satisfaction that has a significant effect on repurchase intention is product quality (X1), price (X2), and cost/convenience (X5), while service quality (X3) and emotional (X4) variables have no significant effect on repurchase intention in Mercon chickens and ducks.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Salah satu bisnis kuliner yang banyak di Indonesia adalah rumah makan. RM. Oseng Mercon Ibu Menik merupakan rumah makan dengan menu utama ayam dan bebek dengan sambal mercon yang pedas. Untuk menghadapi persaingan bisnis, pengusaha restoran perlu memperhatikan kebutuhan dan harapan konsumen sehingga dapat tercipta kepuasan konsumen yang akan mendorong minat beli ulang. Tujuan penelitian ini adalah menganalisis pengaruh kepuasan konsumen (kualitas produk, harga, kualitas pelayanan, emosional, dan kemudahan) terhadap minat beli ulang ayam dan bebek mercon secara parsial dan simultan pada RM. Oseng Mercon Ibu Menik. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan cara accidental sampling. Alat analisis yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Dari hasil perhitungan diketahui bahwa secara simultan kepuasan konsumen yang meliputi kualitas produk (X1), harga (X2), kualitas pelayanan (X3), emosional (X4), dan kemudahan (X5) berpengaruh signifikan terhadap minat beli ulang ayam dan bebek Mercon. Sedangkan secara parsial kepuasan konsumen yang berpengaruh signifikan terhadap minat beli ulang adalah kualitas produk (X1), harga (X2), dan kemudahan (X5), sedangkan variabel kualitas pelayanan (X3) dan emosional (X4) tidak berpengaruh signifikan terhadap minat beli ulang ayam dan bebek mercon. | |||||||||
| Uncontrolled Keywords: | Consumer Satisfaction, Repurchase Intention, Restaurant | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Rohana Sinta Fitriani | |||||||||
| Date Deposited: | 24 Aug 2023 09:16 | |||||||||
| Last Modified: | 24 Aug 2023 09:16 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27789 |
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