PENGARUH PHYSICAL ENVIRONMENT TERHADAP CUSTOMER SATISFACTION (Surveiterhadapkonsumen yang melakukandine-in di Maja House) - Iqbal Kahfi Gunawan, - (2018)
Kepuasankonsumenmerupakanbagian yang pentingbagisebuahindustripariwisatakarenadapatmemberikankontribusi yang besarbagisektorpariwisata. Maja house merupakansalahsaturestoran yang berada di Kabupaten Bandung yang selalumempertahankankonsumennya agar restorannyadapatbertahandalampersaingan. Masalah yang terjadi di Maja Houseadalahmenurunnyakunjungankonsumen yang disebabkanolehtingkatkepuasantamu yang menurun. OlehkarenaituMaja Househarusmemilikistrategi yang dapatditerapkanuntukmeningkatkankepuasantamu. Dalampenelitianinivariabelindependen (X) yaituPhysical Environment yang terdiridariDecoration, ambient condition, spatial layoutVariabeldependen(Y) yaituKepuasanPelanggan. Jenispenelitian yang digunakanadalahdeskriptifdanverifikatifdenganmenggunakanmetode yang digunakanadalahexplanatory surveydanmenggunakanpendekatancross sectional. Sampeldalampenelitianinisebanyak 108respondenyaitukonsumen yang melakukandine-in di Maja House, denganmenggunkanateknikpenarikan yang digunakanadalahsystematic RandomSampling.Teknikanalisis data yang digunakanadalahregresiberganda, denganmenggunakanalat bantu software computer SPSS 23 for windows. Pelaksanaanservice convenience di Maja Houseberadadalamkategoritinggi, dimanapadadimensiAmbient ConditionmendapatkanpenilaiantertinggidanpenilaianterendahyaituSpatial layout. Kemudiantanggapanmengenaikepuasan di Maja HouseberadadalamkategoritinggiadalahdimensiAmbient Condition, sedangkandimensiDecorationmemilikipenilaian yang terendah. Hasildaripenelitianinimenunjukkanbahwaadanyapengaruh yang siginifikanantaraPhysical Environment terhadapKepuasanPelanggan;---Customer Satisfaction is a very important part in tourism industry since it has been giving huge contribution to the tourism sector. Maja House is one of the Restaurant in Bandung, which always maintain the customer to make the restaurant can survive with competitor. The Problem in Maja House is the decreased the customer which is cause decline by the level customer satisfaction. ThereforeMaja House have a strategy as one of the solutions that can be implemented to increase customer satisfaction. In this research, the independent variabel (X) is Physical Environment consisting Decoration, ambient condition, & spatial layout. The dependent variabel (Y) is customer satisfaction. The type of research use are descriptive and verificative with method used are explanatory survey and cross sectional approach. The sample in this study is 108 respondents that Customer who doing dine-in at Maja House, the sampling technique used systematic RandomSampling. The data analysis technique used is multiple regression with software computer SPSS 23 for windows. Implementation of Physical Environment at Maja Housein a high category, the dimension of Ambient Conditionget the highest ratings and lowest ratings is Spatial layout. Then the feedback regarding the customer satisfaction at Maja House in the high category, the dimension of Ambient Conditionget the highest ratings and the dimension of Decorationget the lowest ratings. The results showed there is a significanteffectof Physical Environmentand customer satisfaction.