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ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN TERHADAP TINGKAT PENJUALAN DI WARUNG BU KRIS (Studi Kasus Pada Ayam Penyet Sebagai Menu Unggulan Warung Bu Kris)

Journal of Management and Entrepreneurship

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Title ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN TERHADAP TINGKAT PENJUALAN DI WARUNG BU KRIS (Studi Kasus Pada Ayam Penyet Sebagai Menu Unggulan Warung Bu Kris)
 
Creator Widyaratna, Theresia; Alumnus, Faculty of Economics, Petra Christian University
Danny, Danny; Alumnus, Faculty of Economics, Petra Christian University
Chandra, Filicia; Faculty of Economics, Petra Christian University
 
Subject food and beverage industry, customer satisfaction, loyalty, correlation.
 
Description The economic fluctuations in Indonesia apparently do not influence the food and beverage business. This business still goes well, because people need food. Food is a primary need that must be met and is not influenced by economic conditions in Indonesia.
One food and beverage business is Warung Bu Kris, in Surabaya. This restaurant offers various choices. Most of the food served is pressed (penyet) and blended with fresh chile sauce (sambal). Many people like this food and usually choose this kind of food as their first choice. The restaurant is usually full of people. Although there are not any seats, customers are willing to wait in order to eat their favorite food.
The sample was chosen using non-random sampling. Data were collected in two steps, first to determine the favorite menu of Warung Bu Kris. The second step was to examine the relationship between customer satisfaction and loyalty, then to examine the relationship between both customer satisfaction and loyalty with sales at Warung Bu Kris.
The weighted mean formula is used to analyze data in the beginning survey. For the second step, correlation is used. The results show that chicken penyet is the favorite dish at Warung Bu Kris. There is an association between satisfaction and loyalty and also between both customer satisfaction and loyalty with sales.
These results suggest that Warung Bu Kris should improve product quality and service in order to maintain customer loyalty. The results can also give further information to other entrepreneurs who will open this type of business in the future.


Abstract in Bahasa Indonesia :

Fluktuasi ekonomi di Indonesia ternyata tidak mempengaruhi industri makanan dan minuman. Jenis usaha tersebut masih berjalan lancar karena masyarakat membutuhkan makanan. Makanan merupakan kebutuhan primer yang harus dipenuhi dan tidak terpengaruh oleh keadaan ekonomi di Indonesia.
Salah satu usaha makanan dan minimum adalah Warung Bu Kris di Surabaya. Tempat makan tersebut menyediakan berbagai pilihan. Kebanyakan makanan yang disediakan adalah penyet yang dicampuri dengan sambal. Banyak orang yang suka dan memilih makanan tersebut. Tempat ini sering penuh orang. Walaupun tidak ada tempat duduk, para konsumen bersedia menunggu untuk memperoleh makanan kesukaannya.
Sampel yang digunakan diperoleh dengan menggunakan non-random sampling. Data dikumpulkan dalam dua tahap, pertama untuk menentukan makanan yang paling disukai, kemudian untuk menganalisa kaitan antara kepuasan konsumen dan loyalitasnya dan juga antara kepuasan dan loyalitas terhadap penjualan.
Rumus weighted mean digunakan untuk menganalisa tahap pertama. Untuk tahap kedua, analisa korelasi digunakan. Hasil menunjukkan bahwa ayam penyet adalah makanan yang paling disukai di Warung Bu Kris. Ada juga asosiasi antara kepuasan dan loyalitas konsumen dan juga antara kepuasan dan loyalitas terhadap penjualan.
Hasil tersebut menunjukkan bahwa Warung Bu Kris seharusnya meningkatkan mutu produk dan servisnya supaya mempertahankan loyalitas konsumennya. Hasil ini juga bermanfaat untuk pengusaha yang akan membuka usaha sejenis pada masa depan.

Kata kunci: industri makanan dan minuman, kepuasan pelanggan, loyalitas, korelasi.
 
Publisher Institute of Research and Community Outreach - Petra Christian University
 
Date 2004-06-04
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/15611
10.9744/jmk.3.2.pp. 85-95
 
Source Jurnal Manajemen dan Kewirausahaan; Vol 3, No 2 (2001): SEPTEMBER 2001; pp. 85-95
 
Language eng
 
Relation http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/15611/15603
 
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