PENGARUH SERVICESCAPE TERHADAP LOYALITAS KONSUMEN DI RESTORAN CHAKRA THE BREEZE BSD - Juliana Juliana; Themmy Noval (Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis, 2020)
ABSTRAKPenelitian ini membahas tentang pengaruh servicescape terhadap loyalitas konsumen. Bahasan penelitian Servicescape terdiri dari tiga sub variabel; dimensi ambient, dimensi desain dan dimensi sosial. Dimesi ambient diukur berdasarkan kebersihan lingkungan, temperature fasilitas, pencahayaan yang tepat. Dimensi desain diukur berdasarkan fasilitas fisik yang memuaskan, serta tempat istirahat yang didesain dengan baik. Dimensi sosial diukur berdasarkan komponen karyawan, dan komponen konsumen. Loyalitas konsumen diukur berdasarkan kenyamanan lingkungan, kesenangan konsumen, kepuasan konsumen kesesuaian fasilitas untuk dinikmati konsumen dan kepuasan secara menyeluruh. Penelitian dilakukan di salah satu restoran terkenal di The Breeze BSD yaitu Restoran Chakra. Metode kuantitatif digunakan untuk menganalisa data dengan desain sampel non probability sampling dan hasil diolah menggunakan SPSS. Hasil penelitian menunjukan dimensi ambient, dimensi desain, dimensi sosial berpengaruh signifikan terhadap loyalitas konsumen. Hasil penelitian didapatkan bahwa dimensi desain mempunyai pengaruh lebih dalam loyalitas konsumen dibanding dimensi lainnya. Hasil penelitian dapat digunakan sebagai referensi bagi restoran Chakra ataupun restoran lain untuk lebih memperhatikan desain ruangan dan desain arsitektur yang terbaik.Kata kunci: servicescape, restoran, loyalitas konsumen ABSTRACT This research was conducted the influence of servicescape on consumer loyalty. Research discussion Servicescape consists of three sub-variables; ambient dimensions, design dimensions and social dimensions. Ambient dimensions are determined based on environmental cleanliness, temperature of the facility, proper lighting. The design dimensions are made based on satisfying physical facilities, as well as well-designed resting places. Social dimensions are needed based on employee components, and consumer components. Consumer loyalty according to comfort, customer satisfaction, customer satisfaction, suitability of comfort for consumer comfort and full satisfaction. The research was conducted in one of the famous restaurant at The Breeze BSD namely Restaurant Chakra. Quantitative methods are used to analyze data with the design of non-probability sampling samples and the results are processed using SPSS. The results showed the ambient dimensions, design dimensions, social dimensions significantly influence consumer loyalty. The results showed that the design dimension has more than consumer loyalty than other dimensions. The research results can be used as a reference for Chakra restaurants or other restaurants to pay more attention to the best room design and architectural design. Keyword: servicescape, restaurant, consumer loyalty