ANALISIS RETENSI PELANGGAN MELALUI DIMENSI KUALITAS LAYANAN, KUALITAS PRODUK, DAN KEPUASAN PELANGGAN MENGGUNAKAN ANALYTICAL HIERARCHY PROCESS (AHP) PADA 3 RESTORAN CEPAT SAJI DI SURABAYA (STUDI KASUS: CARL’S JR., BURGER KING, DAN MCDONALD’S)

Abstract

Fast food restaurants are one of the most popular types of restaurants in Indonesian society. The shift in perception of the community that eating at fast food restaurants is more prestigious than eating at home has become the most common reason why fast food restaurants are more preferred by Indonesians. Some fast food restaurants visited by many people in Surabaya are including Carl's Jr., Burger King and McDonald’s. This research was conducted to determine the most influencing factors on customer retention of fast food restaurants in Surabaya and to determine which fast food restaurants that have the highest customer retention. Factors that are assumed to influence customer retention in this study are service quality (including: tangible, reliability, responsiveness, assurance and empathy), product quality (food), customer satisfaction and customer retention of three fast food restaurants operating in Surabaya: Carl's Jr., Burger King and McDonald's. Researchers use a survey research using a quantitative data for analysis. The population in this study is the citizen of Surabaya who are visiting fast food restaurants including Carl's Jr., Burger King and McDonald’s with a sample size of 150 people which determined based on purposive sampling techniques. This research was conducted in order to find out how customer decision making related to customer retention in fast food restaurants in Surabaya. Therefore, the data analysis method used in this study is the Analytical Hierarchy Process (AHP). The results of the analysis of this study have found that tangibile (physical evidence) is the most influential factor on customer retention of fast food restaurants in Surabaya, and Burger King customers have the highest customer retention rates than the customer retention from Carl's Jr., and McDonald’s. Based on the results of this study, the main recommendations given to the management of the fast food restaurant, especially Burger King, Carl's Jr. and McDonald’s is to improve service quality (tangible, reliability, responsiveness, assurance and empathy), product quality (food), and customer satisfaction in order to increase the customer retention rate of fast food restaurants in Surabaya