Faktor-faktor yang Mempengaruhi Kepuasan dan Loyalitas Pelanggan di Restoran selama Pandemik Covid-19

Research on customer loyalty in the fast food restaurants in JABODETABEK is still scarce despite the increase in fast food consumption in Indonesia. Moreover, there has been no research on fast food restaurants during COVID-19 pandemic in JABODETABEK. The purpose of the study is to analyze the effect of food quality, price, location and environment, service quality, social enjoyment, cleanliness on customer satisfaction and the effect of customer satisfaction on consumer loyalty in the fast food restaurants in JABODETABEK during COVID-19 pandemic. Data collection techniques using Google Forms. There were 341 respondents chosen by purposive sampling technique as samples of this study. Methods of data analysis using SPSS version 26. This study found that  food quality, price, service quality, social enjoyment, and cleanliness had a positive effect on customer satisfaction with cleanliness being the most influencing factor of customer satisfaction. On the other hand, location and environment had insignificant effect on customer satisfaction. Meanwhile, customer satisfaction has a positive effect on customer loyalty in the fast food restaurants in JABODETABEK.Penelitian mengenai restoran cepat saji di JABODETABEK masih sangat sedikit walaupun konsumsi makanan cepat saji di Indonesia terus meningkat. Terlebih lagi belum ada penelitian mengenai restoran cepat saji pada masa pandemi COVID-19 di JABODETABEK. Tujuan penelitian untuk mengkaji pengaruh kualitas makanan, harga, lokasi dan lingkungan, kualitas layanan, kenikmatan sosial, kebersihan terhadap kepuasan pelanggan serta pengaruh kepuasan tersebut terhadap kesetiaan pelanggan pada restoran cepat saji di JABODETABEK pada masa pandemi COVID-19. Google Forms digunakan untuk mengumpulkan data penelitian. Terdapat 341 responden yang dipilih dengan teknik purposive sampling. Data dianalisis dengan perangkat lunak SPSS versi 26. Penelitian ini menemukan bahwa kualitas makanan, harga, kualitas layanan, kenikmatan sosial, serta kebersihan berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan dengan kebersihan menjadi faktor yang paling mempengaruhi mempengaruhi kepuasan pelanggan di restoran cepat saji. Lokasi dan lingkungan tidak berpengaruh secara signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh secara positif terhadap kesetiaan pelanggan pada restoran cepat saji di JABODETABEK