Pengaruh Kualitas Makanan, Harga, Dan Word Of Mouth Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Rumah Makan Minang Tembaga Kemayoran - Jonelvi, Shilfia Dewi; Sentosa, Endri; Ruwaida, Ruwaida; Mahmud, Mahmud (IKRAITH-EKONOMIKA, 2026)
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.