Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan Restoran Waroeng Hotplate Odon Bogor

Main Article Content

Tasya Amanda Tobing
Rita Nurmalina
Siti Jahroh


Currently, Indonesia has a 265 million population in which more than one-third of the population is the modern generation who are more likely to have a preference for something that simple and practical like taking a meal in the restaurant. Bogor is one of the cities generally known for its culinary varieties. Waroeng Hotplate Odon is one of them which uniquely serves dishes, which uses hot plates and has a spiciness level and its sales experienced a downward trend due to high competition among the restaurants. This research aims to analyze the effect of marketing mix consist of 7P variables which are: product, promotion, place, price, people, process and physical evidence towards customer satisfaction and customer loyalty of Waroeng Hotplate Odon restaurant. The sample of the research is 393 people who visited Waroeng Hotplate Odon restaurant. The sampling method applied in this study is purposive sampling using a questionnaire distributed to Waroeng Hotplate Odon visitors. The structural Equation Modeling (SEM) method is used to analyze the data. This research showed that 4 variables affect customer satisfaction and loyalty of Waroeng Hotplate Odon visitors, which are price, process and physical evidence. The satisfaction variable has a significant effect on consumer loyalty, which is reflected by consumers' willingness to make repeat purchases and recommend restaurants to other parties. In general, respondents feel satisfied and loyal to the restaurant. Based on the result of the study, the following strategies to increase customer loyalty of Waroeng Hotplate Odon are improving the quality of flavour, spiciness level, variety of the menu, offering menu with more affordable prices, improving restaurant’s layout and parking spaces, and implementing a service system based on Standard Operating Procedures (SOP).


Download data is not yet available.

Article Details

How to Cite
TobingT. A., NurmalinaR., & JahrohS. (2021). Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan Restoran Waroeng Hotplate Odon Bogor. Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness), 9(1), 43-54.
Author Biography

Tasya Amanda Tobing, Program Magister Sains Agribisnis, Sekolah Pascasarjana, Institut Pertanian Bogor

Jl. Kamper Wing 4 Level 5 Kampus IPB Dramaga, Indonesia


[Bappenas] Badan Perencanaan Pembangunan Nasional. 2013. Proyeksi Penduduk Indonesia 2010-2035 [Internet]. [diunduh 2019 Feb 20]. Tersedia pada:

[Bapenda] Badan Pendapatan Daerah. 2017. Perkembangan Jumlah Restoran di Kota Bogor 2013-2017. Bogor (ID): Dispenda Kota Bogor.

Barnes, NG. 2015. EWOM drives social commerce: a survey of millennials in US and abroad. Journal of Marketing Development and Competitiveness [Internet]. [diunduh 2019 Apr 11]; 9(2): 36. Tersedia pada:

Bentler PM, Chou C. 1987. Practical issues in structural modelling. Sociological Methods and Research. 16(1): 78–117.

Debora Y. 2017. Ke mana mengalirnya uang para milenial [Internet]. [diunduh 2019 Mar 12]. Tersedia pada:

Doub AE, Levin A, Heath CE, LeVangie K. 2015. Mobile appetite: consumer attitudes towards and use of mobile technology in the context of eating behaviour. Journal of Direct, Data, and Digital Marketing Practice. 17(2): 114-129. doi:10.1057/dddmp.2015.44.

Fazira E. 2019. Spicy food trends in southeast asia [Internet]. [diunduh 2019 Jan 12]. Tersedia pada :

Kuhns A, Saksena M. 2016. How millennial food purchase decisions compare to previous generations. Agricultural and Applied Economics Association Annual Meeting; 2016 Jul 31-Agt 2; Boston (US): [Economic Research Service, USDA]. [Nomor abstrak tidak diketahui].

Lam R, Burton S. 2006. SME banking loyalty (and disloyalty): a qualitative study in Hong Kong. International Journal of Bank Marketing. 24 (1):37-52.doi:10.1108/02652320610642335.

Latan H. 2013. Structural Equation Modeling Konsep dan Aplikasi Menggunakan Program LISREL 8.80. Bandung (ID) : Penerbit Alfabeta.

Lovelock C, Wirtz J, Mussry J. 2011. Pemasaran Jasa Perspektif edisi ke-7. Jakarta (ID): Erlangga.
Nazir M. 2005. Metode Penelitian. Jakarta (ID): Ghalia Indonesia.

Saulo AA. 2016. Millennials and food. Food Safety and Technology. 63 (1): 1-3.

Wijanto SH. 2008. Structural Equation Modeling dengan LISREL: Konsep dan Tutorial. Jakarta (ID): Graha Ilmu.