PENGARUH AUTHENTIC ATMOSPHERICS TERHADAP KEPUASAN PELANGGAN: Survei Pada Pelanggan di Sapulidi Resto, Resort and Gallery Bandung - Dewi, Tita Rostika (2017)
Sapulidi Resto, Resort and Gallery Bandung merupakan restoran yang berlokasi di Jalan Sersan Bajuri Komplek Graha Puspa, Desa Cihideung, Lembang, Bandung. Dari tahun ke tahun tingkat jumlah pelanggan yang melakukan pembelian ke restoran mengalami ketidakstabilan, dan juga kepuasan pengunjung yang tidak memenuhi target restoran. Sapulidi Resto, Resort and Gallery Bandung menerapkan authentic atmospherics dalam upaya untuk meningkatkan kepuasan pelanggan. Penelitian ini bertujuan untuk mengetahui gambaran authentic atmospherics dan kepuasan pelanggan serta pengaruh authentic atmospherics terhadap kepuasan pelanggan. Jenis penelitian yang digunakan deskriptif dan verifikatif dengan metode yang digunakan adalah explanatory survey dan pendeketan cross sectional. Sampel dalam penelitian ini sebanyak 100 responden yaitu pelanggan Sapulidi Resto, Resort and Gallery Bandung dengan teknik penarikan sampel yang digunakan yaitu systematic random sampling. Teknik analisis data yang digunakan adalah regresi berganda. Variabel bebas dalam penelitian ini adalah authentic atmospherics yang memiliki dimensi furnishing (X1), decoration (X2), music (X3), dan menu presentation (X4) sedangkan variabel dependent penelitian ini adalah kepuasan pelanggan (Y). Tanggapan pelanggan terhadap authentic atmospherics di Sapulidi Resto, Resort and Gallery Bandung dinilai tinggi. Dimensi music memperoleh nilai tertinggi sedangkan dimensi furnishing memperoleh nilai terendah. Tanggapan pelanggan terhadap kepuasan pelanggan di Sapulidi Resto, Resort and Gallery Bandung memperoleh nilai tinggi. Indikator kepuasan terhadap variasi jenis makanan yang disajikan memperoleh nilai tertinggi dan kepuasan terhadap keotentikan furnishing yang dipakai memperoleh nilai terendah. Berdasarkan pengujian SPSS Statistic 21 for windows menunjukkan adanya pengaruh yang simultan antara authentic atmospherics dan kepuasan pelanggan. Sedangkan untuk pengujian secara parsial didapati hasil yang menunjukkan bahwa furnishing tidak memiliki pengaruh secara signifikan. Kata Kunci: Authentic Atmospherics, Kepuasan Pelanggan, Sapulidi Resto, Resort Sapulidi Resto, Resort and Gallery Bandung is a restaurant which located in Jalan Sersan Bajuri Komplek Graha Puspa, Desa Cihideung, Lembang, From year to year the number of customers is unstable, and also satisfaction of customers who don't fulfill the target of restaurant. Sapulidi Resto, Resort and Gallery Bandung is implementing authentic atmospherics as an effort to increase the customer satisfaction. This research aims to reveal authentic atmospherics and customer satisfaction as well as authentic atmospherics's influence on customer satisfaction. The used type of this research were descriptive and verification and the used method were explanatory survey and cross sectional approach. The sample in this research were 100 respondents, who were customers of Sapulidi Resto, Resort and Gallery Bandung with the used sampling technique was systematic random sampling. Data analysis technique used in this research was multiple regresion. The independent variable in this research is authentic atmospherics which are consist of furnishing (X1), decoration (X2), music (X3), and menu presentation (X4) while the dependent variable is customer satisfaction (Y). Customers' responses to authentic atmospherics in Sapulidi Resto, Resort and Gallery Bandung considered high. Music obtained the highest value while furnishing dimension obtained the lowest value. Customers' responses on customer satisfaction in Sapulidi Resto, Resort and Gallery is considered high. Indicators of satisfaction of variations of food served has the highest value while indicator of satisfaction on the authentically of furnishing used obtained the lowest value. Based on SPSS 21.0 for windows testing showed the simultaneous effect between authentic atmospherics and customer satisfaction. While for the partial testing found results indicating that the furnishing doesn't have a significant influence. Keyword: Authentic Atmospherics, Customer Satisfaction, Sapulidi Resto, Resort and Gallery Bandung