PENGARUH KUALITAS LAYANAN DAN ATMOSFIR RESTORAN TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN : STUDI PADA PENGUNJUNG OTW FOOD STREET JAKARTA

Abstract

ABSTRACT Mutiara Shafitri, 2016; The Influence of Service Quality and Restaurant’s Atmosphere Toward Customer Satisfaction and Its Impact on Customer Loyalty: Survey to the visitor of OTW Food Street Jakarta. Thesis, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: Dr. Mohamad Rizan, MM & M. Edo S. Siregar, SE, M. BA The purpose of this research are: 1) to test the influence of service quality toward customer satisfaction of OTW Food Street Jakarta. 2) to test the influence of restaurant atmosphere toward customer satisfaction of OTW Food Street Jakarta. 3) to test the influence of service quality toward customer loyalty of OTW Food Street Jakarta. 4) to test the influence of restaurant atmosphere toward customer loyalty of OTW Food Street Jakarta. 5) to test the influence customer satisfaction toward customer loyalty of OTW Food Street Jakarta. 6) to test the influence of service quality toward customer loyalty through customer satisfaction as intervening. 7) to test the influence of restaurant’s atmoshphere toward customer loyalty through customer satisfaction as intervening. The hypothesis test shows: 1) the influence of service quality toward customer satisfaction by 74%, 2) the influence of restaurant’s atmosphere toward customer satisfaction by 15%, 3) the influence of service quality toward customer loyalty by 70%, 4) the influence of restaurant’s atmosphere toward customer loyalty by 26%, 5) the influence of customer satisfaction toward customer loyalty by 69%, 6) service quality toward customer loyalty through customer satisfaction as intervening by 51%, 7) restaurant’s atmosphere toward customer loyalty through customer satisfaction as intervening by 11% Keyword: service quality, restaurant’s atmosphere, customer satisfaction, customer loyalt