ANALISIS PENGARUH INTERACTION QUALITY, PHYSICAL ENVIRONMENT QUALITY, DAN OUTCOME QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PELANGGAN AYAM BAKAR PRIMARASA CABANG AHMAD YANI SURABAYA

Abstract

The culinary business in Surabaya is a business that continues to grow from time to time. The rise of businesses in the food sector ranging from small-scale food businesses such as street food stalls and roadside tent stalls to large-scale such as depots, restaurants, cafes, and restaurants are proof that the culinary business in Surabaya is growing rapidly. Ayam Bakar Primarasa Surabaya is one of the players in this culinary business that is categorized as a family restaurant and serves archipelago dishes which are also known to have many competitors around it. Therefore in this study, the author wants to examine what are important and need to be developed by the Ayam Bakar Primarasa Surabaya restaurant in order to continue to survive in the process of this culinary competition. This study aimed to determine the effect of interaction quality, physical environment quality, outcome quality, and customer satisfaction towards customer loyalty in Ayam Bakar Primarasa Surabaya. The sample used in this study is Ayam Bakar Primarasa Surabaya’s customers domiciled in Surabaya, women and men who are vulnerable between the ages of 18 and 60 years, have been buying and consuming food and beverages in Ayam Bakar Primarasa Surabaya directly at least 2 times in the last 3 months, a number of 140 respondents. For processing and analyzing the data in this study used SPSS version 22.0 software. The analysis shows that interaction quality has a significant effect on customer satisfaction, Physical environment quality has a significant effect on customer satisfaction, outcome quality has a significant effect on customer satisfaction, interaction quality has no significant effect on customer loyalty, physical environment quality has a significant effect on customer loyalty, outcome quality has an effect significant for customer loyalty. Based on the results of the study, it was found that Ayam Bakar Primarasa must pay attention to the customer satisfaction variable to be able to increase sales by providing discounts in the form of promos to customers who shop according to the minimum purchase, maintain satisfactory service quality and also train employees regularly to implement satisfactory services in accordance with SOP, provide access for customers with wheelchairs, and sort menus that are often ordered by customers and add a sign that the menu is a menu of recommendations favored by most customers.