ANALISIS FAKTOR FAKTOR KETIDAKPUASAN KONSUMEN TERHADAP MENU DENGAN KATEGORI DOG (UNPOPULER DAN UNPROFITABLE) DI JADUL VILLAGE RESORT DAN SPA - Fitrianty, Rattikah (2014)
Penelitian ini dilakukan bertujuan untuk mengetahui dan menganalisis faktor-faktor yang berpengaruh terhadap ketidakpuasan konsumen pada menu dengan kategori unpopular dan unprofitable secara simultan dan parsial. Pada penelitian ini terdapat lima variabel independent yaitu kualitas produk, harga, kualitas pelayanan, equipment concern dan sanitation concern dan variabel dependent kepuasan konsumen dengan metode yang digunakan adalah metode deskriptif verifikatif yang diolah menggunakan program spss 17 dengan kuisioner sebagai alat pengumpul data. Populasi pada penelitian ini sebanyak 4640 pelanggan dengan periode 1 tahun di Restoran Jadul Village Resort dan Spa Bandung dan sampelnya sebanyak 100 pelanggan dengan teknik sampel sistemantik random sampling. Untuk teknik pengumpulan data yang dilakukan observasi, wawancara dan kuisioner. Berdasarkan hasil penelitian diperoleh bahwa kualitas produk, kualitas pelayanan dan equipment concern mempunyai pengaruh positif tidak signifikan sedangkan harga dan kebersihan mempunyai pengaruh positif signifikan. Hal ini di sebabkan karena di Restoran Jadul Village Resort dan Spa Bandung, sering mengalami pergantian executive chef sehingga standar kualitas produk pelayanan dan peralatan yang digunakan tidak berfungsi secara stabil. Sedangkan sanitation concern memiliki skor paling rendah, dikarenakan konsep restoran yang outdoor. ABSTRACT Rattikah Fitrianty. Analysis of Factors of Consumer Dissatisfaction Against with Category Dog (Unpopular and Unprofitable) in Jadul Village Resort and Spa Bandung. Under the Guidance of Agus Sudono, SE.,MM and Wendi Adriatna. STP., M.Sc. This study was conducted to aimed to determine and analyze the factors that influence consumers dissatisfaction on the menu with unpopular and unprofitable categories simultancously and partially. In this study,there are five independent variables, product quality, price, quality of care concern, sanitation equipment concern and the dependent variable of customer satisfaction with the descriptive methode of verification is processed using SPSS 17 program with questionnaire as a data collection. The population in this study were 4640 customers with a period of 1 year in Jadul Village Resort dan Spa Restaurant Bandung and the sample of 100 customers with a random sampling technique sistemantik samples. For data collection techniques of observation, interviews and questionnaires. The result showed thet the quality of product, quality of service and equipment concerned has no significant positive effect, while the price and cleanliness have a significant positive effect. This is caused because at Jadul Village Resort and Spa Restaurant Bandung, frequent change of executive chef that quality standars of products and services used equipment does not function stably. While sanitation concerns have low score, because the concept of an outdoor restaurant. Key words: Consumer Dissatisfaction, Menu, Jadul Village Resort and Spa Restaurant Bandung.