Pengaruh Kegiatan Promosi dan Variasi Produk terhadap Loyalitas Konsumen dengan Dimoderasi oleh Kualitas Pelayanan pada Makanan Siap Saji Pizza Hut

Monik Anugraheni, Surya Bintarti, Joni Heruwanto, Ilham Muhammad Mardiputra

Abstract


Dunia saat ini sedang menghadapi pandemi corona atau Coronavirus. Hampir semua bidang yang terkena dampak Coronavirus dan bidang ekonomi yang telah mengalami efek yang benar-benar nyata, termasuk pada bisnis waralaba seperti makanan cepat saji. Penelitian ini diuji kepada 100 responden yaitu konsumen yang pernah membeli dan mengkonsumsi Pizza Hut di Kabupaten Bekasi dan pengumpulan data dilakukan melalui kuesioner pada google form. Data yang dikumpulkan di uji kelayakan dan dilakukan uji analisa data dengan menggunakan SEM (regresi) dengan bantuan program SmartPLS. Penelitian ini menghasilkan kesimpulan sebagai berikut 1) Kegiatan promosi yang dilakukan Pizza Hut dalam memasarkan produknya berpengaruh relatif rendah (32%) terhadap loyalitas konsumen Pizza Hut di wilayah Kabupaten Bekasi. 2) Banyaknya pilihan variasi produk dalam bentuk kualitas makanan siap saji Pizza Hut berpengaruh relatif rendah (49%) terhadap loyalitas konsumen Pizza Hut di wilayah Kabupaten Bekasi. 3) Kegiatan promosi yang dilakukan Pizza Hut dalam memasarkan produknya dengan dimoderasi oleh adanya kualitas pelayanan berpengaruh relatif rendah (23%) terhadap loyalitas konsumen Pizza Hut di wilayah Kabupaten Bekasi dan kualitas pelayanan bisa juga berperan langsung terhadap loyalitas konsumen walaupun relatif rendah (4%). Rendahnya peranan tersebut karena tidak semua gerai pizza hut memiliki pelayanan yang baik. 4) Banyaknya pilihan variasi produk dalam bentuk kualitas makanan siap saji Pizza Hut dengan dimoderasi oleh adanya kualitas pelayanan berpengaruh relatif rendah (14%) terhadap loyalitas konsumen Pizza Hut di Kabupaten Bekasi dan kualitas pelayanan juga bisa berperan langsung terhadap loyalitas konsumen walaupun relatif rendah (4%). Rendahnya peranan tersebut karena tidak semua gerai pizza hut memiliki pelayanan yang baik.

 

Kata kunci:
kualitas pelayanan; loyalitas konsumen; promosi; variasi produk

 

 

ABSTRACT

 

The world is currently facing a Corona or Coronavirus pandemic. Almost all areas affected by the Coronavirus and areas of the economy that have experienced a truly tangible effect, including on franchise businesses such as fast food. This study was tested on 100  respondents,  namely  consumers  who  have  bought and consumed Piza Hut in the Bekasi Regency area and data collection was carried out through a questionnaire on google form. The data collected was tested for feasibility and tested for data analysis using SEM (regression) with the help of the SmartPLS program. This study concludes  as follows: 1) Promotional activities carried out by Pizza Hut in marketing their products have a relatively low effect (32%) on the loyalty of Pizza Hut consumers in the Bekasi Regency area. 2) The number of choices of product variations in the form of Pizza Hut fast food quality  has  a relatively low effect (49%) on Pizza Hut consumer loyalty in the Bekasi Regency area. 3) Promotional activities carried out by  Pizza Hut in marketing their products moderated by the existence of service quality has a relatively low effect (23%) on Pizza Hut consumer loyalty in  the Bekasi Regency  area and service quality can also play  a direct role on consumer loyalty  although it is  relatively low (4%).  The low role is because not all pizza hut outlets have good service. 4.) The large selection of product variations in the form of  Pizza  Hut fast food quality  moderated by  the  service  quality  has a relatively low effect (14%) on Pizza Hut consumer loyalty in Bekasi Regency and service quality can also play a direct role on consumer loyalty  although it is relatively low (4%). The low role is because not all pizza hut outlets have good service.

 

Keywords:
consumer loyalty; product variation; promotion; service quality

 


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DOI: http://dx.doi.org/10.33370/prc.v6i0.973

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