DOI: https://doi.org/10.9744/jmk.7.1.pp.%2074-82

PENGARUH KEPUASAN KONSUMEN TERHADAP KESETIAN MEREK (Studi Kasus Restoran The Prime Steak & Ribs Surabaya)

Foedjiawati Foedjiawati, Hatane Samuel

Abstract


This is a research which observes the relationship between customer satisfaction and their loyalty to The Prime Steak & Ribs Restaurant. The customer satisfaction is measured through some attributes such as, attributes related to the product, attributes related to the service, and attributes related to the purchase. Meanwhile, the loyalty of its brand is measured through habitual behaviour, switching cost, satisfaction, liking of the brand and commitment. The result of the research reveals that customer satisfaction levels to The Prime Steak & Ribs Restaurant tends to be good. Some attributes still have a variety of high grade, and there is a positive causal influence that is significant between the customer satisfaction and the loyalty of the brand. Thus, the result of the research is relevant and at the same time supports the theory of brand loyalty.


Abstract in Bahasa Indonesia :

Penelitian Pengaruh Kepuasan Konsumen terhadap Kesetiaan Merek pada Restoran the Prime Steak & Ribs, kepuasan konsumen diukur melalui Attributes related to the product, Attributes related to the service, Attributes related to the purchase, kesetiaan merek diukur melalui habitual behaviour, switching cost, satisfaction, liking of the brand, dan commitment. Hasil penelitian mengungkapakan bahwa kepuasan konsumen di The Prime Steak & Ribs mendapat penilaian yang cenderung baik, beberapa atribut masih mempunyai variasi penilaian yang tinggi, dan terdapat hubungan pengaruh positip yang signifikan antara kepuasan konsumen dengan kesetiaan merek, dengan demikian hasil penelitian mendukung konsep teori tentang kesetiaan merek.

Kata kunci: kepuasan, kesetiaan merek.

Keywords


satisfaction, brand loyalty.

Full Text:

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DOI: https://doi.org/10.9744/jmk.7.1.pp.%2074-82



The Journal is published by Faculty of Economics, Department of Management - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of Research, Technology and Higher Education of the Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen dan Kewirausahaan, ISSN: 1411-1438, e-ISSN: 2338-8234

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