ANALYSIS OF FACTORS AFFECTING SATISFACTION WITH LOYALTY OF ROCKET CHICKEN LAMONGAN BRANCH CONSUMERS – International Journal of Social Sciences and Management Review

ANALYSIS OF FACTORS AFFECTING SATISFACTION WITH LOYALTY OF ROCKET CHICKEN LAMONGAN BRANCH CONSUMERS

Authors: Raden Faridz* & Ula Wari Setiawati

ABSTRACT

Consumer satisfaction and loyalty are an essential part of the sustainability of a business because customer satisfaction and loyalty affect the company’s revenue. This study aims to identify and analyze the factors influencing satisfaction and loyalty and examine the relationship between customer satisfaction and consumer loyalty in the Lamongan Rocket Chicken branch. The methods used in customer satisfaction analysis are Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI), while the loyalty picture is used as a loyalty pyramid. The results of the IPA research show that the attributes that need to be improved are hygiene attributes in food presentation, the speed at which servers serve the ordered menu, and the availability of food and drinks that consumers want to order. The calculation results based on the consumer satisfaction index (CSI) are 69.83%. Based on brand loyalty analysis, the highest level of Rocket Chicken consumer loyalty is switcher buyers, with a value of 21.50%. So, the quality of service is the most prominent factor of the Rocket Chicken branch in Lamongan, and it can affect the loyalty of switcher buyer consumers.

Keywords: Customer Satisfaction Index; CSI; Importance Performance Analysis; IPA; Customer Satisfaction

REFERENCES

Central Statistics Agency, “Indonesian Population Projection,” Central Statistics Agency. p. 468, 2021. [Online]. Available: https://webapi.bps.go.id/download.phpf=DY3IED1ajzwwv6f2bmvSV JrIqnTwzXqAaSo+eI9em M24T yxLACg6UxVvYyxKoPPBuOVTAemPLsnvoX4mkqOD4aBinXKXR7HkvtuWZ2yDnEGMRi8ibGS5fjU76RWM ciaTHo+6suZg2lchL9Y5YzKu8hCSY4i28M0qCO+R0ugAat8F+TdNJ4+kyrqzlR5ucC2aetorBt8ZHRTDcYOc Gsm2CUj
Wayan Rustiarini and Anak Agung Dwi Widyani, “Fostering Management Aspects in Balinese Typical Souvenir Business Groups,” J. Bakti Sar., vol. 04, no. 02, pp. 128–137, 2015, [Online]. Available: www.piesusubali.org
Wahyudin, M. Suryanty, and R. Badrudin, “Customer Satisfaction Analysis of Modern Markets Service in Bengkulu City,” J. AGRISEP Kaji. Masal. Sos. Ekon. Pertan. dan Agribisnis, vol. 18, no. 1, pp. 153–164, 2019, doi: 10.31186/jagrisep.18.1.153-164.
Trisno Musanto, “Customer Satisfaction Factors and Customer Loyalty: A Case Study on CV. Sarana Media Advertising Surabaya,” J. Manaj. dan Kewirausahaan, vol. 6, no. 2, p. pp.123-136, 2004, [Online]. Available: http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/16140
D. Irawan, 10 Principles of Customer Satisfaction Jakarta: PT. Elex Media Komputindo, 2007.
R. Sampurno and O. O. Sharif, “Application of Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) on Gojek Service Quality (Customer Study in the City of Bandung),” J. Mitra Manaj., vol. 4, no. 6, pp. 856–870, 2020, doi: 10.52160/ejmm.v4i6.389.
M. A.L. Walukow and S.Jantje, “The Influence of Product Quality, Price, Promotion and Location on Consumer Purchase Decisions at Bentenan Center Sonder Minahasa,” Transp. Eng., vol. 2 (3, no. Table 1, pp. 13–18, 2014.
A. Wahyu Ali, H. W. Djoko, and S. Listyorini, “The Influence of Menu Diversity, Product Quality, Brand Image, and Advertising on Purchase Decisions,” J. Ilmu Adm. Bisnis, vol. 2, no. 2, pp. 1–9, 2013, [Online]. Available: http://ejournals1.undip.ac.id/index.php/
Ferawati, S. Saadah, and A. Amrullah, “Consumer Decision Making on Rice Purchase in Makassar City,” J. Sos. Ekon. Pertan., vol. 15, no. 1, p. 1, 2019, doi: 10.20956/jsep.v15i1.5800.
D. Anggraini, P. Deoranto, and D. M. Ikasari, “Analisis Persepsi Konsumen menggunakan Metode Importance Performance Analysis dan Customer Satifaction Index,” J. Ind., vol. 4, no. 2, pp. 74–81, 2015.
Gadung, A. B. Wan, and M. Ketut, “Customers Satisfaction and Loyalty to Coffe Powder of Sinar Baru Cap Bola Dunia in Bandar Lampung City,” JIIA, vol. 3, no. 4, pp. 370–376, 2015, [Online]. Available: http://digilib.unila.ac.id/16594/1/ABSTRACT.pdf
P. Jayadi, Z. Effendi, and M. Marniza, “Customer Satisfaction Analysis on Lemang Tapai Traditional Food At Bengkulu,” J. Agroindustri, vol. 8, no. 2, pp. 124–132, 2019, doi: 10.31186/j.agroind.8.2.124-132.
M. Pilliangsani, A. To Z Home Business. Jakarta: PT. Elex Media Komputindo, 2012.
Durianto, Sugiarto, and Lie Joko Budiman, Brand Equity Ten: Market Leading Strategies.Jakarta: PT. Gramedia Pustaka Utama, 2004. [Online]. Available: https://www.google.co.id/books/edition/Brand_Equity_Ten_Strategi_Memimpin_Pasar/S4MDGeY68EYC?hl=en&gbpv=1
Prasetyani and D. Amboningtyas, “…, Product Quality and Packaging To Customer Loyalty With Variable Intervening Brand Equity on Indomie Product (Case Study in …,” J. Manage., vol. 3, no. 3, 2016, [Online]. Available: http://jurnal.unpand.ac.id/index.php/MS/article/view/791
Alfarisyi and D. Andesta, “Analysis of Servqual Improvement Using Science and CSI Methods in J&T Express Gresik,” SITEKIN J. Sains, Teknol. dan Ind., vol. 19, no. 2, pp. 186–194, 2022, [Online]. Available: online
A. Azzochrah, M. A. Muslihin, and S. S. Al’amri, “Ipa (Importance Performance Analysis) and Csi (Customer Satisfaction Index) Methods in Measuring the Quality of Bank Services: Empirical Evidence From Bank Muamalat Manado Branch Office,” Tanjungpura Int. J. Dyn. Econ. Soc. Sci. Agribus., vol. 3, no. 1, pp. 1–24, 2022, doi: 10.26418/tijdessa.v3i1.23.
Rahmawati and E. Syaodih, “Study on the Role of Regional Apparatus Organizations (OPD) in Handling the Impact of Urban Sprawl in Cibiru District, Bandung City for Urban Environment Sustainability,” Bandung Conf. Ser. Urban Reg. Plan., vol. 2, no. 2, pp. 138–146, 2022, doi: 10.29313/bcsurp.v2i2.2856.
M. A. Wiratama, A. S. Wiranatha, and A. Hartiati, “Analysis of Consumer Satisfaction Level on Product and Service Quality of Jaya Coffee Roasters using the Importance Performance Analysis Method and the Customer Satisfaction Index Method,” J. Rekayasa Dan Manaj. Agroindustri, vol. 10, no. 1, p. 12, 2022, doi: 10.24843/jrma.2022.v10.i01.p02.
Simamora, Consumer Behavior Research Guide. Jakarta: PT. Gramedia Pustaka Utama, 2002. [Online]. Available: http://books.google.com/books?id=pAfxNu7FFCYC&pgis=1
Kotler and K. L. Keller, Marketing Management, 12th ed. Prentice Hall, 2005.
Yulita, A. H. . Dyah, and H. Dwi, “Customers Satisfaction and Loyalty to the Packaged Liquid Milk Products of Koperasi Peternakan Bandung Selatan (KPBS) in Bandung,” JIIA, vol. 2, no. 2, pp. 158–165, 2014.
Butkouskaya, O. Oyner, and S. Kazakov, “The Impact Of Omnichannel Integrated Marketing Communications (IMC) On Product And Retail Service Satisfaction,” J. Econ. Finance. Adm. Sci., vol. 28, no. 56, pp. 319–334, 2023, doi: 10.1108/JEFAS-09-2022-0237.