ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MODERASI

Abstract

In this globalization era culinary sector of business grow with very quickly and
provide an effort to compete in every products or services marketing activity. Every
marketing activity has a very important role in business activity, remember the
orientation of marketing activity is to providing value to the consumer. Every business in
each business category is required to have sensitivity to any changes that
occur.Nowadays, eating and drinking in the restaurant has become a habit of Indonesian
people, especially for the youth generation who wanting to be exist and avowed in his
social circle, not eating and drinking only, but the restaurant also become a destination
for their activities, such as watching football together, meeting up with their friends or
colleagues or just to hanging out. Grow and increase of business in this culinary sector
make the business are challenged to be more competitive in this dynamic competition
and will lead every business owner to observe the competition in their business circle. To
face the competition, every companies are required to optimize their human resources to
increase competitiveness, optimize effectiveness and develop their marketing strategies
constantly and continuously. This should be done by the doer as an effort to gain a
competition to against their competitors. By improving the 1) quality service so that 2)
customer satisfaction is met so as to create 3) customer loyalty.
Keywords: service quality, quality loyalty, customer satisfaction
PENDAHULUAN
Semakin marak dengan banyaknya restoran
baru yang berdiri dan tersebar di wilayah
solo, namun tidak semua restoran di Solo
banyak dikunjungi oleh konsumen, karena hanya
restoran tertentu yang terlihat ramai pengunjung.
Kualitas pelayanan yang dilakukan
oleh restoran harus dijaga untuk dapat bertahan
dalam persaingan yang ketat. Hal tersebut
mutlak dilakukan oleh pemilik usaha yang sedang
dikelola. Jika sebuah usaha akan bertahan
hidup, maka haruslah memikirkan cara efektif
agar dapat bersaing. Salah satu cara adalah
dengan meningkatkan kualitas pelayanan.
Kualitas pelayanan memiliki hubungan
yang erat dengan kepuasan pelanggan. "Kualitas
sebagai keseluruhan ciri dan karakteristik
produk atau jasa yang mendukung kemampuan
untuk memuaskan kebutuhan" (Kotler,
2003: 57).