KUALITAS PRODUK DAN LAYANAN SERTA PENGARUHNYA TERHADAP LOYALITAS PELANGGAN (Studi pada Pelanggan Rumah Makan Ayam Bakar Wong Solo di Kota Makassar)

Abstract

The aims of this study are: (1) to describe product quality, service quality, and customer loyalty at the Ayam Bakar Wong Solo restaurant in Makassar City; and (2) to identify the effect of product quality and service quality both partially and simultaneously on customer loyalty at home while eating Wong Solo in Makassar City. This study used a quantitative method with an ex post facto approach. The population of this study consisted of customers of the Ayam Bakar Wong Solo restaurant in Makassar City who had visited the restaurant at least twice. The sample consisted of 100 customers at the Wong Solo restaurant. The data collection process was carried out through the use of questionnaires and documentation. The data were analyzed using a statistical approach, namely multiple linear regression. The results showed that product quality, service quality, and customer loyalty at the Wong Solo restaurant were good. In addition, product quality and service quality partially and simultaneously have a positive and significant effect on customer loyalty. This means that the better the quality of products and services, the higher the customer loyalty. Thus, to further increase customer loyalty, it is suggested that the management of the Wong Solo restaurant improve product quality and speed up the service process.

Tujuan dari studi ini adalah untuk: (1) mengetahui gambaran kualitas produk, kualitas layanan, dan loyalitas pelanggan rumah makan Ayam Bakar Wong Solo di Kota Makassar, (2) mengidentifikasi pengaruh kualitas produk dan kualitas layanan baik secara parsial maupun simultan terhadap loyalitas pelanggan rumah makan Wong Solo di Kota Makassar. Penelitian ini menggunakan metode kuantitatif dengan pendekatan ex post facto. Populasi penelitian ini terdiri dari pelanggan rumah makan Ayam Bakar Wong Solo di Kota Makassar yang setidaknya telah mengunjungi rumah makan tersebut  dua kali. Sampel terdiri dari 100 orang palanggan rumah makan Wong Solo. Proses pengumpulan data dilakukan melalui penggunaan angket dan dokumentasi. Data dianalisis menggunakan pendekatan statistik, yaitu regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas produk, kualitas pelayanan, dan loyalitas pelanggan  rumah makan Wong Solo adalah  baik. Selain itu, kualitas produk dan kualitas pelayanan secara parsial dan simultan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Hal ini berarti bahwa semakin baik kualitas produk dan layanan, maka semakin tinggi loyalitas pelanggan. Dengan demikian, untuk lebih  meningkatkan loyalitas pelanggan, disarankan agar manajemen rumah makan Wong Solo meningkatkan kualitas produk dan mempercepat proses pelayanan.