Peran Kualitas Produk dan Layanan, Harga dan Atmosfer Rumah Makan Cepat Saji terhadap Keputusan Pembelian dan Kepuasan Konsumen
DOI:
https://doi.org/10.12695/jmt.2016.15.1.7Abstract
Abstrak. Rumah makan cepat saji telah menjadi salah satu potensi ekonomi yang berkembang cepat. Karenanya diperlukan riset untuk menganalisis faktor penentu keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh atmosfer ruangan, kualitas layanan, kualitas produk dan harga terhadap keputusan pembelian serta pengaruh keputusan pembelian terhadap kepuasan konsumen. Instrumen pengumpulan data yang digunakan adalah kuesioner yang diukur dengan skala likert. Jumlah responden dalam penelitian ini sebanyak 220 responden, dengan kriteria yang digunakan adalah mahasiswa perguruan tinggi di Kota Malang yang telah berusia 18 tahun dan merupakan konsumen utama dalam pembelian makanan cepat saji. Metode analisis adalah Generalized Structured Component Analysis. Hasil penelitian menunjukkan bahwa kualitas produk dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian di rumah makan cepat saji, namun atmosfer rumah makan dan kualitas pelayanan belum terdapat bukti yang memadai berpengaruh secara signifikan terhadap keputusan pembelian. Keputusan pembelian berpengaruh positif dan signifikan terhadap kepuasan konsumen di rumah makan cepat saji.
Kata Kunci: GSCA, keputusan pembelian, kepuasan konsumen, kualitas, rumah makan cepat saji
Abstract. Fast food restaurant has become one of the fast growing economic potential. Therefore research is needed to analyze the determinants of purchase decisions. this research aims to determine the effect of restaurant atmosphere, service quality, product quality and price towardpurchase decision and the effect of purchase decision as an intervening variable towardcustomer satisfaction. The instrument of data collection was a questionnaire that was measured by Likert scale. The number of respondents in this study were 220 respondents, with the criteria used are college students in Malang who has aged 18 years old and wasthe main consumer in the purchase of fast food. The analysis method of the research is the Generalized Structured Component Analysis. The results showed that product quality and price have made positive and significant effect on the purchase decision in the fast food restaurant., while the restaurant atmosphere and the service quality was not significant effect on the purchase decision in the fast food restaurant. In addition, the purchase decision have positive and significant effect on the customer satisfaction in the fast food restaurant.
Keywords: consumer satisfaction, fast food restaurant, GSCA, quality, purchase decision
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