PENGARUH LINGKUNGAN FISIK, PRICE FAIRNESS, CITRA MEREK TERHADAP KEPUASAN PELANGGAN RESTORAN OTENTIK TANGERANG
Keywords:
Lingkungan Fisik, Price fairness, Citra Merek, Kepuasan Pelanggan, Restoran Otentik, Aplikasi Review.Abstract
Penelitian ini dilakukan karena peneliti ingin menganalisis pengaruh Lingkungan Fisik, Price fairness, dan Citra Merek terhadap Kepuasan Pelanggan pada Restoran Otentik di Tangerang. Restoran Otentik sendiri merupakan salah satu restoran yang memiliki ciri khasnya sendiri, peneliti menggunakan Restoran dengan ciri khas Sunda yang berada di Tangerang. Dengan melihatnya aplikasi review seperti Google Maps dan Pergikuliner. Restoran-restoran sunda yang memiliki penilaian pelanggan yang buruk, peneliti tergerak untuk mengetahui faktor apa yang menyebabkan berkurangnya Kepuasan Pelanggan dan jumlah review yang kurang pada Restoran Otentik. Peneliti akan menganalisis dari Kepuasan Pelanggan terhadap Lingkungan Fisik, Price fairness, dan Citra Merek dari Restoran Otentik. Apakah yang menjadi penyebab ulasan buruk terhadap Restoran Otentik tersebut dikarenakan oleh Lingkungan Fisik, Price fairness, dan Citra Merek yang buruk? Penelitian ini akan dilakukan dengan pendekatan kuantitatif dengan metode kuesioner yang akan dibagikan kepada 169 pelanggan yang sudah pernah berkunjung dan makan pada Restoran Otentik. Hasil penelitian menunjukkan bahwa Lingkungan Fisik, Price fairness, dan Citra Merek memiliki pengaruh positif terhadap Kepuasan Pelanggan. Kesimpulan ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi bisnis pada Restoran Otentik dalam menghadapi persaingan di industri Restoran yang memiliki ciri khas daerah.
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