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ANALISIS PENGARUH KUALITAS DAN LOKASI PADA KEINGINAN POSITIVE WORD OF MOUTH (STUDI KASUS PADA UKM TAKOYAKI 48 SEMARANG)
Abstract
This is motivated by the increasing levels of competition in the core business of SMEs in the culinary field caused by a number of emerging SMEs with various types of cuisine offered. Takoyaki 48 is one of the business for SMEs in the field of Japanese cuisine. The purpose of this study to analyze the effect of food quality (X1), quality of service (X2), and location (X3) to customer satisfaction (Y1) and its implications for Positive Word of Mouth (Y2) Takoyaki 48. The population used in this study is consumers who buy products in stores takoyaki 48 more than equal to 3 times with a total sample of 130 respondents. The analytical tool used in this research is Structural Equation Model (SEM) in AMOS. The results of data processing of the entire model has met the criteria Goodness of Fit with the following results: Chi square = 131.973; probability = 0.066; CMIN / DF = 1,211; GFI = 0.897; AGFI = 0.855; TLI = 0.978; CFI = 0.982; RMSEA = 0,040. Thus, it can be stated that the model in this study received. The survey results revealed that there is significant relationship between customer satisfaction with Positive Word of Mouth, Location with Positive Word of Mouth, Quality Foods with Customer Satisfaction, Quality of Service with Customer Satisfaction and Customer Satisfaction location with.
Abstrak
Penelitian ini dilatarbelakangi oleh semakin tingginya tingkat persaingan bisnis utamanya pada UKM di bidang kuliner yang disebabkan oleh banyaknya bermunculan UKM dengan berbagai macam jenis kuliner yang ditawarkan. Takoyaki 48 merupakan salah satu bisnis UKM yang bergerak di bidang kuliner Jepang. Tujuan dari penelitian ini untuk menganalisis pengaruh kualitas makanan (X1), kualitas layanan (X2), dan lokasi (X3) terhadap kepuasan pelanggan (Y1) dan implikasinya terhadap Positive Word of Mouth (Y2) Takoyaki 48. Populasi yang digunakan dalam penelitian ini adalah konsumen yang membeli produk di gerai Takoyaki 48 lebih dari sama dengan 3 kali dengan jumlah sampel sebanyak 130 responden. Alat analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) pada program AMOS. Hasil pengolahan data dari model keseluruhan telah memenuhi kriteria Goodness of Fit dengan hasil berikut ini: Chi square = 131,973; probability = 0,066; CMIN/DF = 1,211; GFI = 0,897; AGFI = 0,855; TLI = 0,978; CFI = 0,982; RMSEA = 0,040. Dengan demikian, dapat dinyatakan bahwa model pada penelitian ini diterima. Dari hasil penelitian diketahui bahwa ada pengaruh yang signifikan antara Kepuasan Pelanggan dengan Positive Word of Mouth, Lokasi dengan Positive Word of Mouth, Kualitas Makanan dengan Kepuasan Pelanggan, Kualitas Layanan dengan Kepuasan Pelanggan, dan Lokasi dengan Kepuasan Pelanggan..
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DOI: https://doi.org/10.26877/sta.v4i2.10181
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