Pengaruh Food Quality, Restaurant Atmosphere, Persepsi Harga, Word of Mouth Communication dan Kepuasan Pelanggan Terhadap Minat Kunjungan Kembali (Studi pada Pelanggan Reinz Cafe & Resto Demak) - Nur Laila; Robertus Basiya (Pascasarjana STIE Amkop Makassar, 2022)
Abstrak Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh Food Quality, Restaurant Atmosphere, Persepsi Harga, Word of Mouth Communication dan Kepuasan Pelanggan terhadap Minat Kunjungan Kembali Pelanggan Reinz Cafe & Resto Demak. Variabel yang digunakan dalam penelitian ini yaitu variabel bebas yang terdiri dari Food Quality, Restaurant Atmosphere, Persepsi Harga, Word of Mouth Communication , sedangkan variabel terikat yang terdiri dari Kepuasan Pelanggan dan Minat Kunjungan Kembali. Populasi penelitian ini adalah pelanggan Reinz Cafe & Resto di Demak menggunakan sampel sejumlah 100 responden dengan teknik pengambilan sampel menggunakan purposive sampling dengan kriteria pelanggan yang berusia minimal 17 tahun, kunjungan lebih dari 2 kali, dan melakukan pembelian di Reinz Cafe & Resto Demak. Analisis data menggunakan uji validitas, dan uji reliabilitas, regresi linier berganda, uji koefisien determinasi, uji t, dan uji F. Hasil penelitian ini dapat disimpulkan bahwa: yaitu (1) food quality berpengaruh positif dan signifikan terhadap kepuasan pelanggan, (2) restaurant atmosphere berpengaruh positif dan signifikan terhadap kepuasan pelanggan, (3) persepsi harga tidak berpengaruh signifikan terhadap kepuasan pelanggan, (4) word of mouth communication berpengaruh positif terhadap kepuasan pelanggan, dan (5) kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat kunjungan kembali.Kata kunci : Food Quality; Restaurant Atmosphere; Persepsi Harga; Word of Mouth Communication, Minat Kunjungan Kembali;. AbstractThe purpose of this study was to determine and analyze the effect of Food Quality, Restaurant Atmosphere, Price Perception, Word of Mouth Communication and Customers on Reinz Cafe & Resto Demak Customers' Return Visit Interest. The variables used in this study are the independent variables consisting of Food Quality, Restaurant Atmosphere, Price Perception, Word of Mouth Communication, while the variables consisting of the Purpose and Interest of Return Visits. The population of this research is customers of Reinz Cafe & Resto in Demak using a sample of 100 respondents with a sampling technique using purposive sampling with the criteria of customers being at least 17 years old, visiting more than 2 times, and making purchases at Reinz Cafe & Resto Demak. Data analysis used validity test, and reliability test, multiple linear regression, coefficient of determination test, t test, and F test. The results of this study can be said that: (1) food quality has a positive and significant effect on customer satisfaction, (2) restaurant atmosphere positive and significant effect on customer satisfaction, (3) price perception has no significant effect on customer satisfaction, (4) word of mouth has a positive effect on customer satisfaction, and (5) customer satisfaction has a positive and significant effect on return visit interest. Keywords : Food Quality; Restaurant Atmosphere; Price Perception; Word of Mouth Communication, Interest of Return Visit.