DINAMIKA PERCEIVED VALUE DAN DAMPAKNYA TERHADAP CUSTOMER SATISFACTION : STUDI PADA RESTORAN AYAM CEPAT SAJI

ILHAN KURNIAWAN, . (2025) DINAMIKA PERCEIVED VALUE DAN DAMPAKNYA TERHADAP CUSTOMER SATISFACTION : STUDI PADA RESTORAN AYAM CEPAT SAJI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text 1_Cover_Ilhan Kurniawan_1705621001.pdf Download (1MB)
	Text 2_Bab 1_Ilhan Kurniawan_1705621001.pdf Download (422kB)
	Text 3_Bab 2_Ilhan Kurniawan_1705621001.pdf Restricted to Registered users only Download (482kB) | Request a copy
	Text 4_Bab 3_Ilhan Kurniawan_1705621001.pdf Restricted to Registered users only Download (451kB) | Request a copy
	Text 5_Bab 4_Ilhan Kurniawan_1705621001.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text 6_Bab 5_Ilhan Kurniawan_1705621001.pdf Restricted to Registered users only Download (311kB) | Request a copy
	Text 8_Daftar Pustaka_Ilhan Kurniawan_1705621001.pdf Download (366kB)
	Text 9_Lampiran_Ilhan Kurniawan_1705621001.pdf Restricted to Registered users only Download (568kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived quality, perceived price, dan perceived risk terhadap perceived value serta customer satisfaction pada konsumen restoran ayam cepat saji Almaz. Almaz merupakan salah satu merek makanan cepat saji lokal yang mengalami pertumbuhan pesat, terutama di tengah meningkatnya sentimen penolakan terhadap restoran cepat saji asal Barat. Fenomena ini menunjukkan adanya perubahan preferensi konsumen terhadap produk lokal, sehingga penting untuk memahami faktor-faktor yang memengaruhi kepuasan mereka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) dan software AMOS versi 26. Data diperoleh melalui penyebaran kuesioner kepada 318 responden yang pernah mengonsumsi produk Almaz. Hasil analisis menunjukkan bahwa perceived quality dan perceived price memiliki pengaruh positif dan signifikan terhadap perceived value, sedangkan perceived risk berpengaruh negatif signifikan. Selanjutnya, perceived price dan perceived value terbukti berpengaruh positif signifikan terhadap customer satisfaction. Namun, perceived quality dan perceived risk tidak memiliki pengaruh signifikan terhadap kepuasan pelanggan. Temuan ini menunjukkan bahwa peningkatan nilai yang dirasakan dan harga yang sesuai persepsi konsumen berperan penting dalam membangun kepuasan, sementara risiko yang dirasakan perlu diminimalkan agar tidak mengurangi persepsi positif terhadap merek.***** This study aims to analyze the influence of perceived quality, perceived price, and perceived risk on perceived value and customer satisfaction among consumers of Almaz, a local fast-food fried chicken restaurant. Almaz is one of the local fast-food brands experiencing rapid growth, particularly amid rising public sentiment against Western fast-food chains. This phenomenon indicates a shift in consumer preference toward local products, making it essential to understand the factors that influence their satisfaction. The study employs a quantitative approach using Structural Equation Modeling (SEM) with AMOS version 26 for data analysis. Data were collected through questionnaires distributed to 318 respondents who had purchased and consumed Almaz products. The results show that perceived quality and Perceived Price have a positive and significant effect on Perceived Value, while perceived risk has a significant negative effect. Furthermore, perceived price and perceived value have a significant positive impact on customer satisfaction. However, perceived quality and perceived risk do not have a significant influence on customer satisfaction. These findings highlight the importance of enhancing perceived value and aligning pricing with consumer expectations to improve satisfaction, while perceived risk should be minimized to maintain a positive brand perception.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Andi Muhammad Sadat, SE., M.Si., Ph.d
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Ilhan Kurniawan .
Date Deposited:	11 Aug 2025 02:26
Last Modified:	11 Aug 2025 02:26
URI:	http://repository.unj.ac.id/id/eprint/59596

Actions (login required)

View Item