Faktor-faktor yang mempengaruh hedonik brand loyalty pada restoran fine dining Indonesian food di Jakarta
Info Katalog
File Repositori
Penerbit : Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Farida Jasfar
Subyek : Brand loyalty
Kata Kunci : atmospherics, brand loyalty, emotions, fine dining restaurant, food quality, product knowledge & Ser
Status Posting : Published
Status : Tidak Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2018_DIS_DIE_222151301_Halaman-judul.pdf |
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| 2. | 2018_DIS_DIE_222151301_Bab-2.pdf |
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| 3. | 2018_DIS_DIE_222151301_Bab-3.pdf |
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| 4. | 2018_DIS_DIE_222151301_Bab-4.pdf |
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| 5. | 2018_DIS_DIE_222151301_Bab-5.pdf |
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| 6. | 2018_DIS_DIE_222151301_Daftar-pustaka.pdf |
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P Penelitian ini bertujuan untuk menganalisis Faktor-Faktor Yang Mempengaruhi Hedonic Brand Loyalty Pada Restoran Fine Dining Indonesian Food Di Jakarta. Responden dari penelitian ini adalah konsumen restoran makanan khas Indonesia kelas mewah yang sudah pernah datang dua kali atau lebih pada restoran tersebut. Terdapat 340 sampel yang digunakan dalam penelitian ini. Tehnik pengambilan sampel yang digunakan dalam penelitian ini adalah dengan menggunakan Purposive Sampling yang disebar pada 10 restoran mewah yang telah ditentukan.Pangujian validitas dan reliabilitas dilakukan untuk menguji instrument kuisioner yang digunakan.Terdapat sebelas hipotesis yang diuji dalam penelitian ini. Tehnik analisis yang akan digunakan dalam menguji hipotesis yaitu dengan persamaan Structural Equation Model (SEM).Hasil penelitian menunjukan bahwa Food Quality berpengaruh negatif dan signifikan terhadap Emotion, Service Quality berpengaruh positif dan signifikan terhadap Emotion, Atmospherics berpengaruh negatif dan signifikan terhadap Emotion,Product Knowledge berpengaruh positif dan signifikan terhadap Emotion, Food Quality, Service Quality, Atmospherics dan Product Knowledge berkontribusi secara simultan berpengaruh positif dan signifikan terhadap Emotions, Food Quality, Service Quality, Atmospherics dan Product Knowledge berkontribusi secara simultan berpengaruh positif dan signifikan terhadap Emotions, Food Quality berpengaruh positif dan signifikan terhadap Brand Loyalty, Service Quality berpengaruh negatif dan tidak signifikan terhadap Brand Loyalty, Atmospherics berpengaruh positif dan tidak signifikan terhadap Brand Loyalty, Product Knowledge berpengaruh positif dan tidak signifikan terhadap Brand Loyalty, Emotion berpengaruh positif dan signifikan terhadap Brand Loyalty serta Food Quality, Service Quality, Atmospherics,Product Knowledge dan Emotions berkontribusi secara simultan berpengaruh positif dan signifikan terhadap Brand Loyalty.Implikasi Teoritis dari penelitian ini mengungkapkan tambahan temuan empiris yang kontras pada hubungan antara Food Quality dan Atmospherics yang berpengaruh negatif dan signifikan terhadap Emotion serta Service Quality yang berpengaruh negatif dan tidak signifikan terhadap Brand Loyalty.Service Quality berpengaruh positif dan signifikan terhadap Emotion, Product Knowledge berpengaruh positif dan signifikan terhadap Emotion, Product Knowledge berpengaruh positif dan tidak signifikan terhadap Brand Loyalty,Food Quality, Service Quality, Atmospherics dan Product Knowledge berkontribusi secara simultan berpengaruh positif dan signifikan terhadap Emotions, Food Quality berpengaruh positif dan signifikan terhadap Brand Loyalty, Atmospherics berpengaruh positif dan tidak signifikan terhadap Brand Loyalty, Emotion berpengaruh positif dan signifikan terhadap Brand Loyalty serta Food Quality, Service Quality, Atmospherics,Product Knowledge dan Emosi berkontribusi secara simultan berpengaruh positif dan signifikan terhadap Brand Loyalty.Implikasi Managerial dari penelitian ini dalam konteks restoran mewah Service Quality menjadi variabel yang dominan yang mempengaruhi Emotions dan Brand Loyalty konsumen, sehingga harus lebih ditingkatkan dan diperhatikan kehandalan (reliability) para pegawainya dengan menciptakan para pegawai yang dapat diandalkan memberikan kualitas layanan menyeluruh untuk dapat membangun emosi juga kesetiaan terhadap restorannya.
T This study aims to analyze the factors that influence Hedonic Brand Loyalty at Fine Dining Indonesian Food Restaurants in Jakarta. Respondents in this study were consumers at fine dining Indonesian food in Jakarta that had come more than once to the restaurants. There were 340 samples that used in this study. The sampling technique was conducted by using purposive sampling which is distributed to 10 predetermined luxury restaurants. Validity and reliability tests were carried out to test the questionnaire instruments. There are eleven hypotheses tested in this study. Analytical technique used in testing the hypothesis is by equation Structural Equation Model (SEM) method.The results showed that Food Quality had a negative and significant effect on Emotion, Service Quality had a positive and significant effect on Emotion, Atmospherics had a negative and significant effect on Emotion, Product Knowledge had a positive and significant effect on Emotion, Product Knowledge had a positive and insignificant effect on Brand Loyalty, Food Quality, Service Quality, Atmospherics and Product Knowledge contribute simultaneously positively and significantly to Emotions, Food Quality has a positive and significant effect on Brand Loyalty, Service Quality has a negative and insignificant effect on Brand Loyalty, Atmospherics has a positive and insignificant effect on Brand Loyalty Emotion has a positive and significant effect on Brand Loyalty and Food Quality, Service Quality, Atmospherics, Product Knowledge and Emotion contribute simultaneously to a positive and significant effect on Brand Loyalty.Theoretical Implications of this study reveal additional contrasting empirical findings on the relationship between Food Quality and Atmospherics which have a negative and significant effect on Emotion and Service Quality which have a negative and insignificant effect on Brand Loyalty. Service Quality has a positive and significant effect on Emotion, Influential Product Knowledge positive and significant towards Emotion, Product Knowledge has a positive and insignificant effect on Brand Loyalty, Food Quality, Service Quality, Atmospherics and Product Knowledge contributing simultaneously positive and significant effect on Emotions, Food Quality has a positive and significant effect on Brand Loyalty, Atmospherics has a positive effect and not significant to Brand Loyalty, Emotion has a positive and significant effect on Brand Loyalty and Food Quality, Service Quality, Atmospherics, Product Knowledge and Emotion contribute simultaneously to positive and significant towards Brand Loyalty. The Managerial implication of this research in the context of luxury restaurant Service Quality is the dominant variable that influences the Emotions and Brand Loyalty of consumers, so it must be further improved and considered the reliability of its employees by creating employees who can reliably provide overall quality services to build emotions also loyalty to the restaurant.