Analisis pengaruh food quality, service quality, atmospherics, others customer terhadap customer loyalty melalui positive emotions dan negative emotions pada pelanggan restoran Marugame Udon Surabaya
Abstract
Banyak manufaktur yang dapat diandalkan bagi Indonesia dalam memberikan dampak
yang baik bagi perekonomian nasional. Industri makanan dan minuman merupakan salah satu hal
yang berperan penting di Indonesia. Perkembangan industri ini pun menjadi andalan karena telah
memberikan banyak kontribusi terhadap perekonomian dan penyerapan tenaga kerja. Indonesia
memiliki beragam jenis restoran, salah satunya adalah restoran dengan khas Jepang, yang dimana
dari menu dan desainnya sama persis seperti restoran di Jepang pada umumnya. Salah satu
perusahaan yang berhasil dan mendirikan gerai di Indonesia adalah restoran Marugame Udon yang
sudah memiliki 1.100 cabang restoran di penjuru dunia.
Penelitian ini memiliki tujuan untuk menganalisis bagaimana pengaruh Food Quality,
Service Quality, Atmospherics, Others Customer terhadap Customer Loyalty melalui Positive
Emotions dan Negative Emotions. Penelitian ini mengharapkan dapat memberikan manfaat dalam
menambah pengetahuan dalam bidang manajemen, terutama seberapa besar pengaruh yang dimiliki
Positive Emotions dan Negative Emotions dalam meningkatkan Customer Loyalty yang kemudian
akan meningkatkan penjualan di restoran Marugame Udon Surabaya.
Penelitian kausal dan metode kuantitatif akan digunakan dalam penelitian ini dengan
melakukan pengolahan data pada software AMOS 22.0. Data akan dikumpulkan dengan melakukan
pengedaran kuisioner terhadap minimal 105 responden dengan karakteristik pria dan wanita berusia
18 sampai 60 tahun, berdomisili di Surabaya, dan pernah melakukan pembelian di restoran
Marugame Udon Surabaya sebanyak 2 kali dalam 1 tahun terakhir.
Pada penelitian ini hasil yang didapat menunjukkan bahwa variabel Food Quality tidak
berpengaruh signifikan terhadap Positive Emotions; Food Quality berpengaruh tidak signifikan
terhadap Negative Emotions; Service Quality berpengaruh signifikan terhadap Positive Emotions;
Service Quality tidak berpengaruh signifikan terhadap Negative Emotions; Atmospherics
berpengaruh signifikan terhadap Positive Emotions; Atmospherics tidak berpengaruh signifikan
terhadap Negative Emotions; Others Customer berpengaruh signifikan terhadap Positive Emotions;
Others Customer tidak berpengaruh signifikan terhadap Negative Emotions; Positive Emotions
berpengaruh signifikan terhadap Customer Loyalty; Negative Emotions tidak berpengaruh signifikan
terhadap Customer Loyalty / Many manufactures can be relied on for Indonesia to have a good impact on the national
economy. The food and beverage industry is one of the things that plays an important role in
Indonesia. The development of this industry is also a mainstay because it has contributed a lot to the
economy and employment. Indonesia has various types of restaurants, one of which is a typical
Japanese restaurant, which from the menu and design is exactly the same as restaurants in Japan in
general. One of the companies that has succeeded and established outlets in Indonesia is the
Marugame Udon restaurant, which already has 1,100 restaurant branches around the world.
This study aims to analyze how the influence of Food Quality, Service Quality,
Atmospherics, Others Customer on Customer Loyalty through Positive Emotions and Negative
Emotions. This study hopes to provide benefits in increasing knowledge in the field of management,
especially how much influence Positive Emotions and Negative Emotions have in increasing
Customer Loyalty which will then increase sales at Marugame Udon Surabaya restaurant.
Causal research and quantitative methods will be used in this study by processing data on
AMOS 22.0 software. Data will be collected by distributing questionnaires to a minimum of 105
respondents with male and female characteristics aged 18 to 60 years, domiciled in Surabaya, and
have made purchases at the Marugame Udon Surabaya restaurant 2 times in the last 1 year.
In this study, the results showed that the Food Quality variable had no significant effect on
Positive Emotions; Food Quality has no significant effect on Negative Emotions; Service Quality
has a significant effect on Positive Emotions; Service Quality has no significant effect on Negative
Emotions; Atmospherics has a significant effect on Positive Emotions; Atmospherics has no
significant effect on Negative Emotions; Others Customer has a significant effect on Positive
Emotions; Others Customer has no significant effect on Negative Emotions; Positive Emotions have
a significant effect on Customer Loyalty; Negative Emotions have no significant effect on Customer
Loyalty