Peran Perceived Value Dalam Memoderasi Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Kuliner Kota Barat Solo

Abstract

Persaingan dalam bisnis kuliner di kota Solo saat ini sangat ketat, dan tuntutan pelanggan yang kritis menjadi masalah penting bagi para pengusaha untuk selalu memberikan kepuasan yang tinggi kepada pelanggan. Kualitas layanan saja tidak cukup untuk memuaskan pelanggan, tetapi perlu memberikan nilai tinggi bagi pelanggan. Penelitian ini bertujuan untuk menganalisis (1) pengaruh kualitas pelayanan dan perceived value terhadap kepuasan pelanggan; (2) pengaruh perceived value terhadap kepuasan pelanggan; (3) pengaruh kualitas pelayanan terhadap kepuasan pelanggan yang dimoderasi perceived value. Penelitian ini menggunakan sampel 100 pelanggan yang membeli kuliner di Area Kota Barat Solo. Pengumpulan data dengan teknik kuesioner melalui uji validitas dan reliabilitas. Analisis data menggunakan analisis regresi linier dan uji selisih mutlak, dan sebelumnya dilakukan uji asumsi klasik. Hasil penelitian ini menunjukkan bahwa (1) kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan; (2) perceived value berpengaruh signifikan terhadap kepuasan pelanggan; (3) perceived value memoderasi pengaruh kualitas layanan terhadap kepuasan pelanggan. Kata kunci: kepuasan; kualitas pelayanan; perceived value ABSTRACT. Competition in the culinary business in the city of Solo is currently very tight, and critical consumer demands are an important problem for entrepreneurs to always provide high satisfaction to customers. Service quality is not enough to satisfy customers, but it needs to be high value for customers. This study aims to analyze (1) effect service quality and perceived value on customer satisfaction; (2) effect perceived value on customer satisfaction; (3) effect service quality on customer satisfaction moderated of perceived value. This research using sample 100 customers who buy culinary in Kota Barat Solo Area. Data collecting with questionaire technique through validity and reliability test. The data analyse using regression linear analysis and absolute residual test, and previously the researcher using classical assumption test. Results of this research showed that (1) service quality have a significantly effect on customer satisfaction; (2) perceived value have a significantly effect on customer satisfaction; (3) perceived value has moderate the effect of service quality on customer satisfaction.

Culinary Consumption in Digital Era: Tourists’ Typology and their Characteristics

“…Likewise, research on culinary tourism conducted in Solo, from 9 studies identified with the keyword "Kuliner Solo" on Garuda [35], more research discusses the study of the local culinary economy [36,37,38], facilities [39] and products [40]. There is only one study that discusses behavior but is limited to consumer attitudes towards culinary consumption preferences in Solo.The transformation of culinary consumption behavior in the digital era needs to be studied deeper.…”

Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Pada Apotek Mega Mulia

“…Hasil dari riset ini yaitu menampilkan nilai mutu pelayanan hingga harga bisa pengaruhi kepuasan pelanggan bernilai 70% dan sisanya dipengaruhi oleh nilai lainyang diluar riset. Pada penelitian yang berjudul Pengaruh Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Swalayan Aneka Jaya Boja [25] Analisis mutu layanan serta kepuasan pelanggan dan pengaruh loyalitas konsumen pada swalayan Aneka Jaya Boja merupakan tujuan pada penelitian ini. Peneliti menggunakan 100 orang responden yang membeli di swalayan ini sebagai respondennya.…”

Determination of Consumer Value and Purchase Decisions: Analysis of Product Quality, Location, and Promotion

“…A strategic location is a benefit for consumers as well as costs incurred to get to the location as discussed by (Rohwiyati & Praptiestrini, 2020). Consumers will provide perceived value for all the benefits that they have in mind, whether it is in accordance with what consumers have sacrificed or not (Nurdin & Sulastri, 2018).…”

“…According to (Ghanimata & Kamal, 2012), location is the location of a store or retailer in a strategic area so as to maximize profits. Location has an influence on consumer value according to (Rohwiyati & Praptiestrini, 2020), (Nurdin & Sulastri, 2018), and consumer value has an influence on purchasing decisions according to research.Consumer value will create good trust in sellers and will increase consumers in purchasing behavior (Larasetiati & Ali, 2019), (Firmansyah & Ali, 2019). Research on the effect of location on purchasing decisions through consumer value has been discussed in research (Mudzakkir & Nurfarida, 2016).…”