TUGAS AKHIR

PENGARUH FOOD QUALITY, PRICE, INTERPERSONAL SERVICE QUALITY, PHYSICAL ENVIRONMENT QUALITY,

DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI SATISFACTION PADA PELANGGAN WARUNK

UP NORMAL SURABAYA

Oleh:

Benni Pasca Sentausa

00000027118

PROGRAM STUDI MANAJEMEN

FAKULTAS EKONOMI

UNIVERSITAS PELITA HARAPAN SURABAYA

2018

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KATA PENGANTAR

Puji dan syukur yang tak terhingga saya panjatkan atas kehadirat Tuhan

Yang Maha Esa, karena berkat rahmat dan karunia-Nya sehingga saya dapat

menyelesaikan studi ini sebagaimana mestinya. Studi yang diakhiri dengan

Skripsi ini merupakan perjuangan dalam rangka memenuhi salah satu syarat untuk

memperoleh ilmu pada jenjang pendidikan pada Program Studi Manajemen

Universitas Pelita Harapan Surabaya. Skripsi yang berjudul “Pengaruh Food

Quality, Price, Interpersonal Service Quality, Physical Environment Quality, dan

Brand Image Terhadap Customer Loyalty Melalui Satisfaction Pada Pelanggan

Warunk Up Normal Surabaya” dapat diselesaikan dan disusun dengan baik.

Skripsi ini dapat terselesaikan dengan baik berkat bimbingan, bantuan,

dorongan, serta doa restu dari berbagai pihak. Oleh karena itu, perkenankanlah

saya menyampaikan terima kasih yang tidak terhingga dan penghormatan yang

setinggi-tingginya kepada:

1. Dr. Oliandes Sondakh, S.E., M.M. selaku Pembimbing Utama yang dengan

sabar membantu, mengarahkan, membimbing, memberi saran yang sangat

bermanfaat, serta meluangkan waktu untuk berdiskusi dalam proses

penyelesaian Skripsi, dan pendampingan dengan tulus sejak awal perkuliahan

sampai selesainya studi ini.

2. William Santoso, S.E., M.M. selaku Co Pembimbing yang dengan sabar

membantu, mengarahkan, membimbing, memberi saran yang sangat

bermanfaat, serta meluangkan waktu untuk berdiskusi dalam proses

penyelesaian Skripsi, dan pendampingan dengan tulus sejak awal perkuliahan

sampai selesainya studi ini.

3. Dr. Ronald, S.T., M.M. selaku Executive Director Universitas Pelita Harapan

Surabaya yang selalu memotivasi dan mengarahkan agar cepat menyelesaikan

studi ini.

4. Dr. Amelia, S.E., RFP-I, M.M. selaku Ketua Jurusan Manajemen Universitas

Pelita Harapan Surabaya yang selalu memotivasi dan mengarahkan agar cepat

menyelesaikan studi ini.

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5. Nenek saya (Ny. Swandayani) yang telah memberikan dukungan baik moral

maupun material sehingga menambah semangat dalam menyelesaikan skripsi

dan studi ini,

6. Dr. Yolanda Soedibyo, S.T., M.M. yang selalu memotivasi dan mengarahkan

saya agar cepat menyelesaikan skripsi dan studi S1 ini.

7. Teman-teman Panchiko atas kebersamaannya selama perkuliahan dan selalu

memotivasi serta mengingatkan agar dapat menyelesaikan studi dengan baik.

Saya menyadari bahwa Skripsi ini tidak lepas dari keterbatasan dan kekurangan,

serta masih jauh dari sempurna. Oleh sebab itu, saya berharap adanya masukan

dari semua pihak. Akhirnya, semoga Skripsi ini bermanfaat bagi semua pihak.

Surabaya, September 2018

Benni Pasca Sentausa

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DAFTAR ISI

HALAMAN JUDUL ................................................................................... i LEMBAR PERNYATAAN KEASLIAN TUGAS AKHIR ....................... ii LEMBAR PERSETUJUAN DOSEN DAN PEMBIMBING ..................... iii LEMBAR PERSETUJUAN TIM PENGUJI TUGAS AKHIR .................. iv ABSTRAK .................................................................................................. v ABSTRACT ................................................................................................ vi KATA PENGANTAR ................................................................................ vii DAFTAR ISI ............................................................................................... ix DAFTAR GAMBAR .................................................................................. xii DAFTAR TABEL ....................................................................................... xiii DAFTAR LAMPIRAN ............................................................................... xv BAB I PENDAHULUAN 1.1 Latar Belakang ..................................................................................... 1 1.2 Batasan Penelitian ............................................................................... 8 1.3 Rumusan Masalah ............................................................................... 9 1.4 Tujuan Penelitian ................................................................................ 9 1.5 Manfaat Penelitian .............................................................................. 10

1.5.1 Manfaat Teoritis ......................................................................... 10 1.5.2 Manfaat Praktis .......................................................................... 10

1.6 Sistematika Penulisan ......................................................................... 11 BAB II TINJAUAN PUSTAKA DAN PENGEMBANGAN HIPOTESIS 2.1 Landasan Teori .................................................................................... 13

2.1.1 Customer Loyalty ........................................................................ 13 2.1.2 Food Quality .............................................................................. 14 2.1.3 Price ........................................................................................... 15 2.1.4 Interpersonal Service Quality ..................................................... 16 2.1.5 Physical Environment Quality .................................................... 17 2.1.6 Brand Image ............................................................................... 18 2.1.7 Satisfaction ................................................................................. 19

2.2 Penelitian Terdahulu ........................................................................... 20 2.3 Pengembangan Hipotesis .................................................................... 22

2.3.1 Pengaruh Food Quality Terhadap Satisfaction ........................... 22 2.3.2 Pengaruh Price Terhadap Satisfaction ........................................ 22 2.3.3 Pengaruh Interpersonal Service Quality Terhadap Satisfaction . 23

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2.3.4 Pengaruh Physical Environment Quality Terhadap Satisfaction 23 2.3.5 Pengaruh Brand Image Terhadap Satisfaction ............................ 24 2.3.6 Pengaruh Satisfaction Terhadap Customer Loyalty .................... 25

2.4 Model Penelitian ................................................................................. 25 2.5 Bagan Alur Berpikir ............................................................................. 26 BAB III METODOLOGI PENELITIAN 3.1 Jenis Penelitian

3.1.1 Jenis Data ................................................................................... 28 3.1.2 Sumber Data ............................................................................... 28

3.2 Populasi dan Sampel ........................................................................... 29 3.2.1 Populasi ...................................................................................... 29 3.2.2 Sampel ........................................................................................ 30

3.3 Metode Pengumpulan Data ................................................................. 31 3.4 Definisi Operasional dan Pengukuran Variabel .................................. 33 3.5 Metode Analisis Data .......................................................................... 36

3.5.1 Pengolahan Data ........................................................................ 36 3.5.2 Pengujian Hipotesis ..................................................................... 36 3.5.2.1 Uji Validitas ............................................................................ 37 3.5.2.2 Uji Realibilitas ........................................................................ 38 3.5.2.3 Uji Asumsi Klasik ................................................................... 38 3.5.2.4 Uji Regresi Linearitas ............................................................. 40 3.5.2.5 Analisis Linier Regresi Sederhana (Simple Regression) ........ 41 3.5.2.6 Analisis Linier Regresi Berganda (Multiple Regression) ....... 41 3.5.2.7 Koefisien Korelasi (R) ............................................................ 42 3.5.2.8 Koefisien Determinasi (R2) ..................................................... 42 3.5.2.9 Pengujian Hipotesis .................................................................. 43

BAB IV ANALISIS DATA DAN PEMBAHASAN 4.1 Gambaran Umum Warunk Up Normal ................................................ 45 4.2 Analisis Data ........................................................................................ 46

4.2.1 Statistik Deskriptif ...................................................................... 46 4.2.1.1 Karakteristik Responden .......................................................... 46 4.2.1.2 Gambaran Umum Responden Berdasarkan Jenis Kelamin ..... 47 4.2.1.3 Gambaran Umum Responden Berdasarkan Usia ..................... 48 4.2.1.4 Tanggapan Responden ............................................................. 49 4.2.2 Analisis Deskriptif Variabel ........................................................ 57 4.2.2.1 Penjelasan Responden terhadap Food Quality ......................... 57 4.2.2.2 Penjelasan Responden terhadap Price ...................................... 58 4.2.2.3 Penjelasan Responden terhadap Interpersonal Service Quality ...................................................................................... 60 4.2.2.4 Penjelasan Responden terhadap Physical Environment Quality ...................................................................................... 61 4.2.2.5 Penjelasan Responden terhadap Brand Image ......................... 62 4.2.2.6 Penjelasan Responden terhadap Satisfactioni .......................... 63 4.2.2.7 Penjelasan Responden terhadap Customer Loyalty ................. 64 4.2.3 Uji Validitas ................................................................................ 65 4.2.4 Uji Reliabilitas ............................................................................ 67

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4.2.5 Pengujian Asumsi Klasik Regresi ............................................... 69 4.2.5.1 Uji Normalitas .......................................................................... 69 4.2.5.2 Uji Heterokedastisitas .............................................................. 71 4.2.5.3 Uji Multikolinearitas ................................................................ 74 4.2.5.4 Uji Linearitas ............................................................................ 76

4.3 Metode Analisis Statistik ..................................................................... 77 4.3.1 Analisis Regresi .......................................................................... 77 4.3.1.1 Analisis Regresi Sederhana ...................................................... 77 4.3.1.2 Analisis Regresi Berganda ....................................................... 77 4.3.2 Analisis Koefisien Korelasi ........................................................ 79 4.3.2.1 Analisis Koefisien Korelasi Sederhana .................................... 79 4.3.2.2 Analisis Koefisien Korelasi Berganda ..................................... 80 4.3.3 Analisis Koefisien Determinasi (R2) ........................................... 80

4.4 Metode Pengujian Hipotesis ................................................................ 81 4.4.1 Uji Signifikansi Simultan (Uji-F) ............................................... 81 4.4.2 Uji Signifikansi Parsial (Uji-T) ................................................... 82

4.5 Pembahasan .......................................................................................... 84 BAB V KESIMPULAN 5.1 Simpulan .............................................................................................. 105

5.1.1 Simpulan Atas Hipotesis ............................................................. 105 5.1.1.1 Pengaruh Food Quality terhadap Satisfaction ......................... 106 5.1.1.2 Pengaruh Price terhadap Satisfaction ...................................... 106 5.1.1.3 Pengaruh Interpersonal Service Quality terhadap Satisfaction ............................................................................... 106 5.1.1.4 Pengaruh Physical Environment Quality terhadap Satisfaction ............................................................................... 107 5.1.1.5 Pengaruh Brand Image terhadap Satisfaction .......................... 108 5.1.1.6 Pengaruh Satisfaction terhadap Customer Loyalty .................. 108 5.1.2 Simpulan Atas Masalah Penelitian ............................................. 109

5.2 Implikasi ............................................................................................... 110 5.2.1 Implikasi Teoritis ........................................................................ 110 5.2.2 Implikasi Manajerial ................................................................... 112

5.3 Rekomendasi ........................................................................................ 116 DAFTAR PUSTAKA ................................................................................ 117

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DAFTAR GAMBAR

1.1 Tren Perkembangan Restoran di Surabaya Tahun 2015 hingga Triwulan 1 Tahun 2017 ............................................................. 2 1.2 Salah Satu Warunk Up Normal di Surabaya (Tampak Luar) ............... 4 1.3 Warunk Up Normal di Surabaya (Tampak Dalam) .............................. 4 1.4 Menu Utama Warunk Up Normal (Rangkaian Indomie) ...................... 5 2.1 Model Penelitian Sekarang .................................................................. 21 2.2 Model Penelitian yang akan Dilakukan ................................................ 25 4.1. Diagram Pie Responden Berdasarkan Jenis Kelamin .......................... 47

4.2. Diagram Pie Responden Berdasarkan Usia .......................................... 48 4.3: Scatterplot Uji Normalitas Customer Loyalty ...................................... 71 4.4. Scatterplot Uji Normalitas Satisfaction ............................................... 71 4.5. Scatterplot Uji Heterokedastisitas Customer Loyalty .......................... 72 4.6. Scatterplot Uji Heterokedastisitas Satisfaction .................................... 73

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DAFTAR TABEL 3.1 Desain Inti Kuisoner ............................................................................ 32 3.2 Definisi Operasional Variabel .............................................................. 34 3.3 Rules of Thumb Mengenai Ukuran Koefisien Korelasi ......................... 43 4.1 Responden Berdasarkan Jenis Kelamin ................................................ 47 4.2 Responden Berdasarkan Usia ................................................................ 48 4.3 Derajat Penilaian Setiap Variabel ......................................................... 49 4.4 Tanggapan Responden terhadap Food Quality ..................................... 50 4.5 Tanggapan Responden terhadap Price .................................................. 51 4.6 Tanggapan Responden terhadap Interpersonal Service Quality ........... 52 4.7 Tanggapan Responden terhadap Physical Environment Quality .......... 53 4.8 Tanggapan Responden terhadap Brand Image ..................................... 54 4.9 Tanggapan Responden terhadap Satisfaction ........................................ 55 4.10 Tanggapan Responden terhadap Brand Image ................................... 56 4.11 Distribusi Jawaban Responden terhadap Variabel Food Quality ....... 57 4.12 Distribusi Jawaban Responden terhadap Variabel Price .................... 59 4.13 Distribusi Jawaban Responden terhadap Variabel Interpersonal Service Quality .................................................................................... 60 4.14 Distribusi Jawaban Responden terhadap Variabel Physical Environment Quality ........................................................................... 61 4.15 Distribusi Jawaban Responden terhadap Variabel Brand Image ........ 62 4.16 Distribusi Jawaban Responden terhadap Variabel Satisfaction .......... 63 4.17 Distribusi Jawaban Responden terhadap Variabel Customer Loyalty ................................................................................................. 64 4.18 Hasil Uji Validitas Variabel Food Quality .......................................... 66 4.19 Hasil Uji Validitas Variabel Price ...................................................... 66 4.20 Hasil Uji Validitas Variabel Physical Environment Quality ............... 66 4.21 Hasil Uji Validitas Variabel Interpersonal Service Quality ............... 66 4.22 Hasil Uji Validitas Variabel Brand Image .......................................... 66 4.23 Hasil Uji Validitas Variabel Satisfaction ............................................ 67 4.24 Hasil Uji Validitas Variabel Customer Loyalty .................................. 67 4.25 Hasil Uji Reliabilitas Food Quality ..................................................... 67 4.26 Hasil Uji Reliabilitas Price ................................................................. 67 4.27 Hasil Uji Reliabilitas Interpersonal Service Quality .......................... 68 4.28 Hasil Uji Reliabilitas Physical Environment Quality .......................... 68 4.29 Hasil Uji Reliabilitas Brand Image ..................................................... 68 4.30 Hasil Uji Reliabilitas Satisfaction ....................................................... 68 4.31 Hasil Uji Reliabilitas Customer Loyalty ............................................. 68 4.32 Kolmogorov Smirnov model 1 (ST*CL) ............................................ 69 4.33 Kolmogorov Smirnov model 2 (FQ, PR, ISQ, PEQ,BI*ST) .............. 70 4.34 Hasil Uji Spearsman’s 1 (ST*CL) ...................................................... 72 4.35 Hasil Uji Spearsman’s 2 (FQ, PR, ISQ, PEQ, BI *ST) ...................... 74 4.36 Nilai Tolerance dan VIF .................................................................... 75 4.37 Hasil Uji Linearitas ............................................................................. 76 4.38 Hasil Uji Regresi Sederhana (CRM*CL) ............................................ 77 4.39 Hasil Uji Regresi Berganda (FQ,PR,ISQ,PEQ,BI*ST) ...................... 78 4.40 Hasil Analisis Koefisien Determinasi 1 (R2) ...................................... 80

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4.41 Hasil Analisis Koefisien Determinasi 2 Adjusted (R2) ....................... 81 4.42 Hasil Uji F ........................................................................................... 81 4.43 Hasil Uji T ........................................................................................... 82 4.44 Indikator yang paling mempengaruhi Satisfaction terhadap Customer Loyalty ................................................................................ 90 4.45 Indikator yang paling mempengaruhi Food Quality terhadap Satisfaction .......................................................................................... 92 4.46 Indikator yang paling mempengaruhi Price terhadap Satisfaction ..... 95 4.47 Indikator Yang Paling Mempengaruhi Physical Environment Quality Terhadap Satisfaction ....................................... 96 4.48 Indikator Yang Paling Mempengaruhi Brand Image Terhadap Satisfaction .......................................................................................... 98 4.49 Indikator Yang Paling Mempengaruhi Interpersonal Service Quality Terhadap Satisfaction ................................................ 100 4.50 Indikator Yang Paling Mempengaruhi Customer Loyalty .................. 102

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DAFTAR LAMPIRAN LAMPIRAN A: KUESIONER PENELITIAN LAMPIRAN B: TABULASI KUESIONER PENELITIAN LAMPIRAN C: HASIL PERHITUNGAN DATA MENGGUNAKAN SPSS 22.0 LAMPIRAN D: ANALISIS KUALITAS DATA LAMPIRAN E: UJI MODEL PENELITIAN LAMPIRAN F: ANALISIS HIPOTESIS PENELITIAN