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Abstract
Penelitian ini bertujuan untuk menjelaskan pengaruh kualitas makanan, keadilan harga dan persepsi nilai terhadap tujuan WOM melalui mediasi kepuasan. Perkembangan industri rumah makan dan rumah makan saat ini menuntut manusia untuk selalu dinamis, dalam arti selalu mengikuti perubahan yang terjadi. Hal ini memicu peningkatan tajam persaingan antar industri restoran dan antar restoran. Sampel yang digunakan dalam penelitian ini adalah 190 responden yang tersebar di seluruh wilayah Indonesia. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Teknik analisis yang digunakan adalah analisis SEM dan diolah dengan aplikasi AMOS versi 24. Hasil penelitian menunjukkan bahwa terdapat pengaruh kualitas makanan, keadilan harga, persepsi nilai, dan niat word of mouth melalui mediasi kepuasan.
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Copyright (c) 2022 Muhammad Rizky Pamungkas, Ratna Roostika
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References
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- Baiardi, D., Puglisi, R. dan Scabrosetti, S. (2016) “Individual attitudes on food quality and safety: Empirical evidence on EU countries,” Food Quality and Preference, 49, hal. 70–74. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.foodqual.2015.11.011.
- Blut, M., Teller, C. dan Floh, A. (2018) “Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis,” Journal of Retailing, 94(2), hal. 113–135. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jretai.2018.03.001.
- Bolton, L., Warlop, L. dan Alba, J. (2003) “Consumer Perceptions of Price (Un)Fairness,” Journal of Consumer Research, 29(4), hal. 474–491. Tersedia pada: https://doi.org/10.1086/346244.
- Bufquin, D. et al. (2017) “The influence of restaurant co-workers’ perceived warmth and competence on employees’ turnover intentions: The mediating role of job attitudes,” International Journal of Hospitality Management, 60, hal. 13–22. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.ijhm.2016.09.008.
- Chun, S.-H. dan Nyam-Ochir, A. (2020) “The Effects of Fast Food Restaurant Attributes on Customer Satisfaction, Revisit Intention, and Recommendation Using DINESERV Scale,” Sustainability, hal. 7435. Tersedia pada: https://doi.org/10.3390/su12187435.
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- Ferreira, D.A., Avila, M.G. dan Faria, M.D. de (2010) “Corporate social responsibility and consumers’ perception of price,” Social Responsibility Journal, 6(2), hal. 208–221. Tersedia pada: https://doi.org/10.1108/17471111011051720.
- Filimonau, V. dan Krivcova, M. (2017) “Restaurant menu design and more responsible consumer food choice: An exploratory study of managerial perceptions,” Journal of Cleaner Production, 143, hal. 516–527. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jclepro.2016.12.080.
- Finn, A. (2012) “Customer Delight: Distinct Construct or Zone of Nonlinear Response to Customer Satisfaction?,” Journal of Service Research, 15(1), hal. 99–110. Tersedia pada: https://doi.org/10.1177/1094670511425698.
- Ghozali, I. (2017) Model Persamaan Struktural Konsep Dan Aplikasi Dengan Program AMOS 24. 7 ed. Semarang: Badan Penerbit Universitas Diponegoro.
- Harrison-Walker, L.J. (2001) “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents,” Journal of Service Research, 4(1), hal. 60–75. Tersedia pada: https://doi.org/10.1177/109467050141006.
- Jalilvand, M.R. et al. (2017) “Factors influencing word of mouth behaviour in the restaurant industry,” Marketing Intelligence & Planning, 35(1), hal. 81–110. Tersedia pada: https://doi.org/10.1108/MIP-02-2016-0024.
- Jin, N. (Paul), Line, N.D. dan Merkebu, J. (2016) “The effects of image and price fairness,” International Journal of Contemporary Hospitality Management, 28(9), hal. 1895–1914. Tersedia pada: https://doi.org/10.1108/IJCHM-03-2015-0094.
- Kaura, V. dan Datta, S.K. (2012) “Impact of Service Quality on Satisfaction in the Indian Banking Sector,” IUP Journal of Marketing Management, 11(3), hal. 38–47.
- Kim, Y.H., Kim, D.J. dan Wachter, K. (2013) “A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention,” Decision Support Systems, 56, hal. 361–370. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.dss.2013.07.002.
- Konuk, F.A. (2019) “The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants,” Journal of Retailing and Consumer Services, 50, hal. 103–110. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.005.
- Lai, I.K.W. (2015) “The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants,” Cornell Hospitality Quarterly, 56(1), hal. 118–138. Tersedia pada: https://doi.org/10.1177/1938965514556149.
- Lee, S., Jin, N. (Paul) dan Lee, H. (2014) “The Moderating Role of Water Park Service Quality, Environment, Image, and Food Quality on Perceived Value and Customer Loyalty: A South Korean Case Study,” Journal of Quality Assurance in Hospitality & Tourism, 15(1), hal. 19–43. Tersedia pada: https://doi.org/10.1080/1528008X.2014.855102.
- de Matos, C.A. dan Rossi, C.A.V. (2008) “Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators,” Journal of the Academy of Marketing Science, 36(4), hal. 578–596. Tersedia pada: https://doi.org/10.1007/s11747-008-0121-1.
- Matzler, K. et al. (1996) “How to delight your customers,” Journal of Product & Brand Management, 5(2), hal. 6–18. Tersedia pada: https://doi.org/10.1108/10610429610119469.
- McDougall, G.H.G. dan Levesque, T. (2000) “Customer satisfaction with services: putting perceived value into the equation,” Journal of Services Marketing, 14(5), hal. 392–410. Tersedia pada: https://doi.org/10.1108/08876040010340937.
- Muskat, B. et al. (2019) “Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions,” Journal of Vacation Marketing, 25(4), hal. 480–498. Tersedia pada: https://doi.org/10.1177/1356766718822675.
- Namkung, Y. dan Jang, S. (2007) “Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions,” Journal of Hospitality & Tourism Research, 31(3), hal. 387–409. Tersedia pada: https://doi.org/10.1177/1096348007299924.
- Oh, H. (2000) “Diners’ perceptions of quality, value, and satisfaction: A practical viewpoint,” The Cornell Hotel and Restaurant Administration Quarterly, 41(3), hal. 55–58. Tersedia pada: https://doi.org/https://doi.org/10.1016/S0010-8804(00)80017-8.
- Patterson, P.G. dan Spreng, R.A. (1997) “Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination,” International Journal of Service Industry Management, 8(5), hal. 414–434. Tersedia pada: https://doi.org/10.1108/09564239710189835.
- de Ruyter, K. et al. (1997) “The dynamics of the service delivery process: A value-based approach,” International Journal of Research in Marketing, 14(3), hal. 231–243. Tersedia pada: https://doi.org/https://doi.org/10.1016/S0167-8116(97)00004-9.
- Toudert, D. dan Bringas-Rábago, N.L. (2019) “Destination food image, satisfaction and outcomes in a border context: tourists vs excursionists,” British Food Journal, 121(5), hal. 1101–1115. Tersedia pada: https://doi.org/10.1108/BFJ-03-2019-0148.
- Xia, L., Monroe, K.B. dan Cox, J.L. (2004) “The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions,” Journal of Marketing, 68(4), hal. 1–15. Tersedia pada: https://doi.org/10.1509/jmkg.68.4.1.42733.
- Zeithaml, V.A. (1988) “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), hal. 2–22. Tersedia pada: https://doi.org/10.2307/1251446.
References
Anderson, E.W., Fornell, C. dan Lehmann, D.R. (1994) “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of Marketing, 58(3), hal. 53–66. Tersedia pada: https://doi.org/10.2307/1252310.
Andreassen, T.W. dan Lindestad, B. (1998) “Customer loyalty and complex services,” International Journal of Service Industry Management, 9(1), hal. 7–23. Tersedia pada: https://doi.org/10.1108/09564239810199923.
Baiardi, D., Puglisi, R. dan Scabrosetti, S. (2016) “Individual attitudes on food quality and safety: Empirical evidence on EU countries,” Food Quality and Preference, 49, hal. 70–74. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.foodqual.2015.11.011.
Blut, M., Teller, C. dan Floh, A. (2018) “Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis,” Journal of Retailing, 94(2), hal. 113–135. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jretai.2018.03.001.
Bolton, L., Warlop, L. dan Alba, J. (2003) “Consumer Perceptions of Price (Un)Fairness,” Journal of Consumer Research, 29(4), hal. 474–491. Tersedia pada: https://doi.org/10.1086/346244.
Bufquin, D. et al. (2017) “The influence of restaurant co-workers’ perceived warmth and competence on employees’ turnover intentions: The mediating role of job attitudes,” International Journal of Hospitality Management, 60, hal. 13–22. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.ijhm.2016.09.008.
Chun, S.-H. dan Nyam-Ochir, A. (2020) “The Effects of Fast Food Restaurant Attributes on Customer Satisfaction, Revisit Intention, and Recommendation Using DINESERV Scale,” Sustainability, hal. 7435. Tersedia pada: https://doi.org/10.3390/su12187435.
Dodds, W.B., Monroe, K.B. dan Grewal, D. (1991) “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28(3), hal. 307–319. Tersedia pada: https://doi.org/10.2307/3172866.
Ferreira, D.A., Avila, M.G. dan Faria, M.D. de (2010) “Corporate social responsibility and consumers’ perception of price,” Social Responsibility Journal, 6(2), hal. 208–221. Tersedia pada: https://doi.org/10.1108/17471111011051720.
Filimonau, V. dan Krivcova, M. (2017) “Restaurant menu design and more responsible consumer food choice: An exploratory study of managerial perceptions,” Journal of Cleaner Production, 143, hal. 516–527. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jclepro.2016.12.080.
Finn, A. (2012) “Customer Delight: Distinct Construct or Zone of Nonlinear Response to Customer Satisfaction?,” Journal of Service Research, 15(1), hal. 99–110. Tersedia pada: https://doi.org/10.1177/1094670511425698.
Ghozali, I. (2017) Model Persamaan Struktural Konsep Dan Aplikasi Dengan Program AMOS 24. 7 ed. Semarang: Badan Penerbit Universitas Diponegoro.
Harrison-Walker, L.J. (2001) “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents,” Journal of Service Research, 4(1), hal. 60–75. Tersedia pada: https://doi.org/10.1177/109467050141006.
Jalilvand, M.R. et al. (2017) “Factors influencing word of mouth behaviour in the restaurant industry,” Marketing Intelligence & Planning, 35(1), hal. 81–110. Tersedia pada: https://doi.org/10.1108/MIP-02-2016-0024.
Jin, N. (Paul), Line, N.D. dan Merkebu, J. (2016) “The effects of image and price fairness,” International Journal of Contemporary Hospitality Management, 28(9), hal. 1895–1914. Tersedia pada: https://doi.org/10.1108/IJCHM-03-2015-0094.
Kaura, V. dan Datta, S.K. (2012) “Impact of Service Quality on Satisfaction in the Indian Banking Sector,” IUP Journal of Marketing Management, 11(3), hal. 38–47.
Kim, Y.H., Kim, D.J. dan Wachter, K. (2013) “A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention,” Decision Support Systems, 56, hal. 361–370. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.dss.2013.07.002.
Konuk, F.A. (2019) “The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants,” Journal of Retailing and Consumer Services, 50, hal. 103–110. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.005.
Lai, I.K.W. (2015) “The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants,” Cornell Hospitality Quarterly, 56(1), hal. 118–138. Tersedia pada: https://doi.org/10.1177/1938965514556149.
Lee, S., Jin, N. (Paul) dan Lee, H. (2014) “The Moderating Role of Water Park Service Quality, Environment, Image, and Food Quality on Perceived Value and Customer Loyalty: A South Korean Case Study,” Journal of Quality Assurance in Hospitality & Tourism, 15(1), hal. 19–43. Tersedia pada: https://doi.org/10.1080/1528008X.2014.855102.
de Matos, C.A. dan Rossi, C.A.V. (2008) “Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators,” Journal of the Academy of Marketing Science, 36(4), hal. 578–596. Tersedia pada: https://doi.org/10.1007/s11747-008-0121-1.
Matzler, K. et al. (1996) “How to delight your customers,” Journal of Product & Brand Management, 5(2), hal. 6–18. Tersedia pada: https://doi.org/10.1108/10610429610119469.
McDougall, G.H.G. dan Levesque, T. (2000) “Customer satisfaction with services: putting perceived value into the equation,” Journal of Services Marketing, 14(5), hal. 392–410. Tersedia pada: https://doi.org/10.1108/08876040010340937.
Muskat, B. et al. (2019) “Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions,” Journal of Vacation Marketing, 25(4), hal. 480–498. Tersedia pada: https://doi.org/10.1177/1356766718822675.
Namkung, Y. dan Jang, S. (2007) “Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions,” Journal of Hospitality & Tourism Research, 31(3), hal. 387–409. Tersedia pada: https://doi.org/10.1177/1096348007299924.
Oh, H. (2000) “Diners’ perceptions of quality, value, and satisfaction: A practical viewpoint,” The Cornell Hotel and Restaurant Administration Quarterly, 41(3), hal. 55–58. Tersedia pada: https://doi.org/https://doi.org/10.1016/S0010-8804(00)80017-8.
Patterson, P.G. dan Spreng, R.A. (1997) “Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination,” International Journal of Service Industry Management, 8(5), hal. 414–434. Tersedia pada: https://doi.org/10.1108/09564239710189835.
de Ruyter, K. et al. (1997) “The dynamics of the service delivery process: A value-based approach,” International Journal of Research in Marketing, 14(3), hal. 231–243. Tersedia pada: https://doi.org/https://doi.org/10.1016/S0167-8116(97)00004-9.
Toudert, D. dan Bringas-Rábago, N.L. (2019) “Destination food image, satisfaction and outcomes in a border context: tourists vs excursionists,” British Food Journal, 121(5), hal. 1101–1115. Tersedia pada: https://doi.org/10.1108/BFJ-03-2019-0148.
Xia, L., Monroe, K.B. dan Cox, J.L. (2004) “The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions,” Journal of Marketing, 68(4), hal. 1–15. Tersedia pada: https://doi.org/10.1509/jmkg.68.4.1.42733.
Zeithaml, V.A. (1988) “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), hal. 2–22. Tersedia pada: https://doi.org/10.2307/1251446.