Pengaruh Harga dan Kualitas Produk terhadap Kepuasan dan Loyalitas Pelanggan Restoran Chicken Geprek Ken Dedes

Abstract

Persaingan UMKM kuliner di Bogor semakin ketat yang dilatarbelakangi oleh peningkatan pesat jumlah UMKM kuliner. Restoran Chicken Geprek Ken Dedes adalah salah satu UMKM kuliner di Bogor yang menghadapi persaingan tersebut sehingga perlu senantiasa meningkatkan kepuasan dan loyalitas pelanggan untuk menunjang keberlanjutan bisnis. Penelitian ini bertujuan untuk menganalisis karakteristik pelanggan, pengaruh harga dan kualitas produk terhadap kepuasan dan loyalitas pelanggan, pengaruh kepuasan pelanggan terhadap loyalitas pelanggan, dan efek kepuasan pelanggan sebagai variabel mediasi. Sampel penelitian ini berjumlah 78 pelanggan yang ditentukan menggunakan metode non-probability sampling bernama voluntary sampling. Data penelitian dianalisis menggunakan metode analisis deskriptif dan SEM-PLS. Hasil penelitian menunjukkan bahwa harga dan kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan, tetapi tidak signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan serta mempunyai efek mediasi penuh.

Competition between culinary MSMEs in Bogor is getting tougher, which is backgrounded by the rapid increase in the number of culinary MSMEs. Chicken Geprek Ken Dedes Restaurant is one of the culinary MSMEs in Bogor that is facing this competition, so it is necessary to continuously increase customer satisfaction and loyalty to sustain business continuity. This study aimed to analyze customer characteristics, the effect of price and product quality on customer satisfaction and loyalty, the effect of customer satisfaction on customer loyalty, and the effect of customer satisfaction as a mediating variable. The sample of this research was 78 customers who were determined using a non-probability sampling method called voluntary sampling. Research data were analyzed using descriptive analysis and SEM-PLS methods. The results showed that price and product quality have positive and significant effect on customer satisfaction, but not significant on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty and has a full mediating effect.