Pengaruh Service Performance Terhadap Customer Satisfaction Dan Dampaknya Pada Behavioral Intention Pelanggan Mcdonald’s Di Indonesia

Abstrak

ABSTRAK Saat ini banyak sekali bisnis yang bergerak di bidang kuliner seperti rumah makan dan restaurant cepat saji. Salah satu restoran cepat saji yang paling digemari adalah McDonald’s. Menurut Namin (2017), kepuasan pelanggan pada industri restoran cepat saji dapat diukur melalui kualitas pelayanan, kualitas makanan serta rasio nilai harga yang dapat mempengaruhi niat perilaku. Fakta-fakta tersebut yang kemudian menjadi dasar kenapa penelitian ini dilakukan, peneliti ingin mengkonfirmasi dan meneliti apakah benar dari semua dimensi yang ada benar-benar berpengaruh terhadap behavioral intention pada pelanggan McDonald’s di Indonesia. Peneliti tertarik untuk melihat Pengaruh dari Service Quality, Food Quality, dan Price Value Ratio terhadap Customer Satisfaction, dan Pengaruh dari Customer Satisfaction terhadap behavioral intention. Populasi dari penelitian ini yaitu pelanggan yang pernah membeli dan mengkonsumsi McDonald’s pada gerai di seluruh Indonesia. Untuk itu, digunakan rumus Cochran untuk mendapatkan jumlah sampel dan diperoleh total sampel sebanyak 400 responden. Survei kepada responden dilakukan melalui penyebaran kuesioner secara online melalui Google Form sebagai teknik pengumpulan data. Data dimasukan ke Structural Equation Model (SEM) untuk melakukan pengujian hipotesis menggunakan SmartPLS. Berdasarkan pengolahan data dengan SmartPLS, ditermukan bahwa Customer Satisfaction memiliki pengaruh yang positif dan signifikan terhadap Behavior Intention pelanggan pada McDonald’s Indonesia. Didapat juga bahwa Service Quality memiliki pengaruh yang positif dan signifikan terhadap Customer Satisfaction pada McDonald’s Indonesia. Selain itu, ditemukan bahwa Service Quality, Food Quality, dan Price Value Ratio memiliki pengaruh yang positif dan signifikan terhadap Customer Satisfaction pada McDonald’s Indonesia.
Kata kunci: niat perilaku, kepuasan konsumen, makanan cepat saji, SEM, kinerja pelayanan ABSTRACT At this time a lot of businesses engaged in culinary fields such as restaurants and fast food restaurants. One of the most popular fast food restaurants is McDonald's. According to Namin (2017), customer satisfaction in the fast food restaurant industry can be measured through service quality, food quality and price value ratios that can affect behavioral intentions. These facts are then the basis of why this study was conducted, the researcher wants to confirm and examine whether all of the dimensions that really affect the behavioral intention of McDonald's customers in Indonesia. Researchers are interested to see the effect of Service Quality, Food Quality, and Price Value Ratio on Customer Satisfaction, and the Effect of Customer Satisfaction on behavioral intention. The population of this research is the customers who have bought and consumed McDonald's at outlets throughout Indonesia. For this reason, the Cochran formula is used to obtain the number of samples and a total sample of 400 respondents is obtained. The survey to respondents was conducted through distributing questionnaires online through Google Form as a data collection technique. Data is entered into the Structural Equation Model (SEM) to test hypotheses using SmartPLS. Based on data processing with SmartPLS, it was found that Customer Satisfaction has a positive and significant influence on customer Behavior Intention at McDonald's. It was also found that Service Quality had a positive and significant effect on Customer Satisfaction at McDonald's. In addition, it was found that Service Quality, Food Quality, and Price Value Ratio had a positive and significant effect on Customer Satisfaction at McDonald's.
Keywords: behavioral intention, customer satisfaction, fast food, SEM, service performane