Faktor-Faktor Yang Berpengaruh Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan Pada Restoran Waroeng Steak
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Abstract
Industri restoran cepat saji terus menunjukkan perkembangan yang signifikan, seiring dengan meningkatnya persaingan di sektor kuliner dan perubahan perilaku konsumen, terutama dari kalangan generasi muda. Dalam situasi pasar yang semakin dinamis, perusahaan dituntut untuk menerapkan strategi pemasaran yang tidak hanya terbatas pada produk, tetapi mampu menjalin kedekatan emosional dengan pelanggan. Tujuan penelitian untuk menganalisis pengaruh citra merek, kualitas produk, dan promosi terhadap kepuasan pelanggan, melalui keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif yang melibatkan 200 responden yang merupakan konsumen Waroeng Steak di wilayah Jabodetabek, yang dipilih berdasarkan kriteria tertentu. Pengolahan data dilakukan melalui pendekatan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) untuk melihat keterkaitan antar variabel dalam model yang dibangun. Hasil analisis menunjukkan bahwa promosi serta keputusan pembelian memberikan pengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu, keputusan pembelian juga terbukti menguatkan hubungan antara citra merek dan promosi terhadap kepuasan. Sementara itu, kualitas produk tidak memiliki pengaruh signifikan terhadap keputusan pembelian. Hasil pengamatan ini mengindikasikan jika perusahaan perlu memberikan perhatian lebih pada strategi promosi digital dan penguatan citra merek dalam meningkatkan intensi pembelian serta mendorong kepuasan pelanggan secara berkesinambungan.
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