Pengaruh Kualitas Makanan, Harga, Dan Word Of Mouth Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Rumah Makan Minang Tembaga Kemayoran

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas makanan, harga, dan word of mouth
terhadap loyalitas pelanggan melalui kepuasan pelanggan pada Rumah Makan Minang Tembaga
Kemayoran. Dalam industri kuliner yang semakin kompetitif menuntut pelaku usaha untuk
menjaga kualitas makanan dan menciptakan pengalaman positif bagi konsumen agar dapat
membangun loyalitas pelanggan. Penelitian ini menggunakan metode kuantitatif dengan teknik
pengumpulan data melalui penyebaran kuesioner kepada 100 responden yang pernah
berkunjung ke Rumah Makan Minang Tembaga. Teknik analisis data dilakukan
menggunakan Structural Equation Modeling SEM) berbasis SmartPLS 3.
Hasil penelitian menunjukkan bahwa kualitas makanan berpengaruh positif dan signifikan terhadap
kepuasan pelanggan, dan harga juga berpengaruh positif signifikan terhadap kepuasan
pelanggan. Sementara itu, word of mouth memiliki pengaruh negatif signifikan terhadap kepuasan
pelanggan. Kepuasan pelanggan berpengaruh positif signifikan terhadap loyalitas pelanggan.
Selain itu, kualitas makanan juga berpengaruh secara positif dan signifikan terhadap loyalitas
pelanggan. Namun, harga berpengaruh positif tidak signifikan terhadap loyalitas pelanggan.
Temuan ini menegaskan bahwa kepuasan pelanggan memiliki peran mediasi yang kuat dalam
membangun loyalitas pelanggan, dan pengelolaan word of mouth serta harga perlu diperhatikan
untuk meningkatkan pengalaman secara menyeluruh. Berdasarkan hasil pengujian data
menunjukkan bahwa variabel dalam penelitian memengaruhi loyalitas pelanggan sebesar 74,7%,
sedangkan sisanya sebesar 25,3% dipengaruhi oleh variabel lain diluar penelitian ini. Kepuasan
pelanggan dipengaruhi sebesar 56,9% sedangkan 43,1% sisanya dipengaruhi oleh variabel lain
seperti Kualitas Pelayanan, Promosi, Customer Relationship Management (CRM), Store
Atmosphere, Food Safety, Time Saving Orientation, Kepercayaan, Customer Experience, Brand
Image, dan Service Quality.

This study aims to analyze the influence of food quality, price, and word of mouth on customer
loyalty through customer satisfaction at Minang Tembaga Kemayoran Restaurant. In the culinary
industry, which is increasingly competitive, it requires business actors to maintain food quality and
create a positive experience for consumers in order to build customer loyalty. This study uses a
quantitative method with data collection techniques through the distribution of questionnaires to 100
respondents who have visited Minang Tembaga Restaurant. The data analysis technique was
carried out using Structural Equation Modeling (SEM) based on SmartPLS 3.
The results of the study show that food quality has a positive and significant effect on customer
satisfaction, and price also has a significant positive effect on customer satisfaction. Meanwhile,
word of mouth has a significant negative influence on customer satisfaction. Customer satisfaction
has a significant positive effect on customer loyalty. In addition, food quality also has a positive and
significant effect on customer loyalty. However, price has a negative effect on customer loyalty.
These findings confirm that customer satisfaction has a strong mediating role in building customer
loyalty, and word of mouth management and pricing need to be considered to improve the overall
experience. Based on the results of the data test, it was shown that the variables in the study
affected customer loyalty by 74.7%, while the remaining 25.3% were influenced by other variables outside this study. Customer satisfaction was influenced by 56.9% while the remaining 43.1% was
influenced by other variables such as Service Quality, Promotion, Customer Relations Management
(CRM), Store Atmosphere, Food Safety, Time Saving Orientation, Trust, Customer Experience,
Brand Image, and Service Quality.