Studi Tentang Persepsi Nilai Dan Kepuasan Pelanggan Di Industri Restoran Ayam Cepat Saji
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Abstract
Penelitian ini bertujuan mengevaluasi dampak dari persepsi kualitas, harga, dan risiko terhadap nilai yang dirasakan serta kepuasan pelanggan pada konsumen restoran cepat saji lokal, Almaz. Merek ini mengalami perkembangan signifikan, terutama seiring meningkatnya dukungan terhadap produk dalam negeri di tengah penurunan minat terhadap restoran cepat saji asing. Perubahan tren ini menandakan adanya pergeseran selera konsumen yang perlu dikaji lebih dalam. Pendekatan kuantitatif digunakan dengan teknik Structural Equation Modeling (SEM) menggunakan perangkat lunak AMOS versi 26. Data dikumpulkan melalui kuesioner yang disebarkan kepada 318 individu yang pernah membeli produk Almaz. Hasil pengolahan data menunjukkan bahwa persepsi terhadap kualitas dan harga secara signifikan meningkatkan nilai yang dirasakan, sedangkan persepsi risiko justru memberikan pengaruh negatif yang berarti. Di sisi lain, nilai dan harga yang dianggap sesuai oleh konsumen terbukti menjadi faktor penting dalam membentuk kepuasan, sementara persepsi kualitas dan risiko tidak menunjukkan hubungan yang signifikan terhadap kepuasan pelanggan. Temuan ini menegaskan pentingnya menciptakan persepsi positif atas nilai dan harga, serta meminimalkan persepsi risiko demi meningkatkan loyalitas konsumen terhadap merek lokal.
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