Analisa Pengaruh Kualitas Layanan, Kepuasan Konsumen dan Loyalitas Konsumen terhadap Marketing Mix  

Oleh:

Wibowo, Tri Joko ; Hadi, Faishal

Jenis: Article from Proceeding
Dalam koleksi: Prosiding Seminar Nasional Riset & Teknologi Terapan (Ritektra) "Peran Riset & Teknologi Terapan dalam Pengembangan Industri", Jakarta 7-8 Juli 2011 : Fakultas Teknik Industri, page 117-128.
Topik: SEM; Service Quality; Customer Satisfaction; Customer Loyalty; Franchise; Marketing Mix
Fulltext: TI-017 Tri Joko (Ahmad Dahlan Yogya) pg 117 - 128.pdf (132.42KB)

Isi artikel

Restaurant obonk steak & ribs as one of franchise-based food industries has developed rapidly. However, the revenue of this restaurant has decline trend recently. This is apparently a decrease in quality of service coupled with the starting number of similar standing restaurants that bring more intense competition. Researcher is interested in assessing the influence of service quality, customer satisfaction and loyalty of consumers towards the marketing mix in a restaurant obonk steak & ribs. This research uses SEM as analysis tool. The sample of this study is 250 respondents. This research uses sampling judgment. Data retrieval method uses a closed questionnaire. This research has 8 latent variables and 49 indicator variables.From the results of the analysis of SEM indicate a close relationship among variables at the structural model in this study. If seen the goodness of fit, the obtained value of CFI is 0.813, NFI is 0.639, IFI is .816, RMSEA is 0.052. Thus, the model in this study is relatively fit, although not until the perfect fit.

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