CUSTOMER SATISFACTION AND LOYALTY OF A FRANCHISE PRODUCT EVIDENCE FROM NASI BEBEK GINYO RESTAURANT IN JAKARTA

Abstract

The objectives of this study were to: 1) identify the characteristics of the customers of Restaurant Nasi Bebek Ginyo, 2) to analyze factors influencing customer satisfaction and loyalty, and 3) to analyze the level of customer satisfaction and loyalty. Descriptive Analysis, Structural Equation Modelling (SEM), Customer Satisfaction Index (CSI) and Customer Loyalty Index (CLI) were used to analyze the data. The results of the study showed that tangible, reliability, food quality, and perceived value had significantly contributed to influencing customer satisfaction. From the estimates of SEM output, the results of CSI for this study were 67.78% and CLI is 58. 11%. The results of the study suggested for managerial implications to increase the level of customer satisfaction and loyalty.

Keywords: customer satisfaction, customer loyalty, SEM, CSI, CLI


ABSTRAK

Tujuan dari penelitian ini adalah: 1) mengidentifikasi karakteristik dan perilaku konsumen restoran Nasi Bebek Ginyo, 2) menganalisis faktor-faktor yang mempengaruhi kepuasan dan loyalitas konsumen, dan 3) menganalisis tingkat kepuasan dan loyalitas konsumen.Analisis yang digunakan untuk mengolah data pada penelitian ini, yaitu:analisis deskriptif, Structural Equation Modelling (SEM), Customer Satisfaction Index (CSI) dan Customer Loyalty Index (CLI). Hasil penelitian menunjukkan bahwav ariabel laten eksogen tangible, reliability, food quality dan perceived value memiliki hubungan yang signifikan dalam membentuk variabel kepuasan.Dari hasil analisis SEM, didapat nilai perhitungan CSI untuk konsumen restoran Nasi Bebek Ginyo yaitu sebesar 67,78% dan nilai CLI dari penelitian ini yaitu sebesar 58,11%. Implikasi manajerial yang disarankan untuk manajemen restoran Nasi Bebek Ginyo guna memperbaiki kinerja perusahaan, yang akan berdampak pada peningkatan kepuasan dan loyalitas konsumen.

Kata kunci: kepuasan konsumen, loyalitas konsumen, SEM, CSI, CLI