ANALISIS PENGARUH STORE ATMOSPHERE, SERVICE QUALITY, PRICE PERCEPTION, SERTA CORPORATE IMAGE TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION PADA PENGUNJUNG RESTAURANT PIZZA HUT DI KALIMANTAN TIMUR --

RINGKASAN
ANALISIS PENGARUH STORE ATMOSPHERE, SERVICE QUALITY, PRICE PERCEPTION, SERTA CORPORATE IMAGE TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION PADA PENGUNJUNG RESTAURANT PIZZA HUT DI KALIMANTAN TIMUR
MITHA FARADILLA
Tujuan dari penelitian ini adalah untuk menganalisis dan membuktikan pengaruh Pengaruh Store Atmosphere, Service Quality, Price Perception, serta Corporate Image Terhadap Customer Satisfaction dan Repurchase Intention Pada Pengunjung Restaurant Pizza Hut Di Kalimantan Timur, pengaruh Store Atmosphere terhadap Customer Satisfaction pada pPengunjung Restaurant Pizza Hut di Kalimantan Timur, Service Quality terhadap Customer Satisfaction pada pengunjung restaurant Pizza Hut di Kalimantan Timur, pengaruh Price Perception terhadap Repurchase Intention pada Pengunjung restaurant Pzza Hut di Kalimantan Timur, pengaruh Corporate Image terhadap Repurchase Intention pada Pengunjung restaurant Pizza Hut di Kalimantan Timur, pengaruh Service Quality terhadap Repurchase Intention pada pengunjung restaurant Pizza Hut di Kalimantan Timur, pengaruh Store Atmosphere terhadap Repurchase Intention pada pengunung restaurant Pizza Hut di Kalimantan Timur, dan pengaruh Customer Satisfaction terhadap Repurchase Intention pada pengunjung restaurant Pizza Hut di Kalimantan Timur. Dan penelitian ini menggunakan metode survei dengan sampel 125 yang tersebar di dua wilayah kota yang ada di provinsi Kalimantan Timur (Kota Samarinda, dan Kota Balikpapan) dengan teknik pengambilan sampel Accidental Sampling Methode. Memberikan pernyataan melalui link dan disebarkan hanya satu kali. Data dari responden (Primary Data) kemudian ditabulasikan dan diuji menggunakan metode statistik. Data dikumpulkan dengan menggunakan alat bantu penelitian (kuisioner) yang telah diuji tingkat validitas dan reliabilitasnya. Dari hasil uji tersebut seluruh instrumen pertanyaan penelitian dinyatakan valid (nilai koefisien > 0.30) dan dinyatakan reliabel (nilai alpa > 0.60).
Hasil penelitian setelah dilakukan uji statistik dengan alat bantu SEM-AMOS versi 5.0 menunjukan hasil sebagai berikut Store Atmosphere berpengaruh tidak signifikan terhadap Customer Satisfaction pada Pengunjung restaurant Pizza Hut di Kalimantan Timur, Service Quality berpengaruh signifikan terhadap Customer Satisfaction pada pengunung restaurant Pizza Hut di Kalimantan Timur, Price Perception berpengaruh signifikan terhadap Customer Satisfaction pada pengunjung restaurant Pizza Hut di Kalimantan Timur, Corporate Image berpengaruh signifikan terhadap Customer Satisfaction pada pengunjung restaurant Pizza Hut di Kalimantan Timur, Store Atmosphere tidak berpengaruh signifikan terhadap Repurchase Intention pada pengunjung restaurant Pizza Hut di Kalimantan Timur, Service Qaulity berpengaruh signifikan terhadap Repurchase Intention pada pengunjung restaurant Pizza Hut di Kalimantan Timur, Price Perception tidak berepengaruh signifikan terhadap Repurchase Intention pada pengunjung restaurant Pizza Hut di Kalimantan Timur, Corporate Image tidak berpengaruh signifikan terhadap Repurchase Intention pada pengunjung restaurant Pizza Hut di Kalimantan Timur, dan Customer Satisfaction berpengaruh signifikan terhadap Repurchase Intention pada pengunjung restaurant Pizza Hut di Kalimantan Timur.
Keyword: Store Atmosphere, Service Quality, Price Perception, Corporate mage, Customer Saisfaction, and Repurchase Intention.
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ABSTRACT
The purpose of this study was to analyze and prove the influence of the Store Atmosphere, Service Quality, Price Perception, and Corporate Image Effect on Customer Satisfaction and Repurchase Intention on Pizza Hut Restaurant Visitors in East Kalimantan, the effect of Store Atmosphere on Customer Satisfaction on Pizza Hut Restaurant Visitors in East Kalimantan. East Kalimantan, Service Quality on Customer Satisfaction with Pizza Hut restaurant visitors in East Kalimantan, the influence of Price Perception on Repurchase Intention on Pzza Hut restaurant visitors in East Kalimantan, the influence of Corporate Image on Repurchase Intention on Pizza Hut restaurant visitors in East Kalimantan, the influence of Service Quality on Repurchase Intention on Pizza Hut restaurant visitors in East Kalimantan, the influence of Store Atmosphere on Repurchase Intention on Pizza Hut restaurant visitors in East Kalimantan, and the influence of Customer Satisfaction on Repurc hase Intention to visitors to the Pizza Hut restaurant in East Kalimantan. And this study used a survey method with a sample of 125 scattered in two urban areas in the province of East Kalimantan (Kota Samarinda and Kota Balikpapan) with the sampling technique of Accidental Sampling Method. Provide statement via link and propagate only once. Data from respondents (Primary Data) are then tabulated and tested using statistical methods. Data were collected using research tools (questionnaires) which have been tested for their validity and reliability. From the test results, all research question instruments were declared valid (coefficient> 0.30) and declared reliable (negligent value> 0.60).
The results of the study after statistical tests with SEM-AMOS version 5.0 tools showed the following results: Store atmosphere has no significant effect on Customer Satisfaction at Pizza Hut restaurant visitors in East Kalimantan, Service Quality has a significant effect on Customer Satisfaction at Pizza Hut restaurant visitors in East Kalimantan. , Price Perception has a significant effect on Customer Satisfaction at Pizza Hut restaurant visitors in East Kalimantan, Corporate Image has a significant effect on Customer Satisfaction at Pizza Hut restaurant visitors in East Kalimantan, Store Atmosphere has no significant effect on Repurchase Intention for visitors to Pizza Hut restaurant in East Kalimantan, Service Qaulity has a significant effect on Repurchase Intention for visitors to the Pizza Hut restaurant in East Kalimantan, Price Perception has no significant effect on Repurchase Intention for restaurant visitors. nt Pizza Hut in East Kalimantan, Corporate Image has no significant effect on Repurchase Intention of visitors to Pizza Hut restaurants in East Kalimantan, and Customer Satisfaction has a significant effect on Repurchase Intention of visitors to Pizza Hut restaurants in East Kalimantan.
Keyword: Store Atmosphere, Serivice Quality, Price Perception, Corporate Image, Customer Satisfaction, and Repurchase Intention.