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p-Index From 2019 - 2024
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All Journal Binus Business Review
Hartoyo Hartoyo
Institut Pertanian Bogor University
Economics, Econometrics & Finance

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Customer Satisfaction: Service Quality or Product Quality (Case Study at Fast Food Restaurant in Jabodetabek) Yudhy Kristiawan; Hartoyo Hartoyo; Budi Suharjo
Binus Business Review Vol. 12 No. 2 (2021): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v12i2.6672

Abstract

Along with the increasing number of fast food restaurant (FFR), the level of competition has also increased. Business owners and managers of FFR are required to provide quality services and products to maintain their existence. Product and service quality and customer satisfaction have a close relationship with company profits. Customer satisfaction is determined by customers’ perceptions regarding product or service performance to meet customer expectations. The research aimed to determine the factors that influenced customer satisfaction of the FFR. The research was conducted in FFR in Jabodetabek using a descriptive approach with survey methods and convenience sampling techniques. Using the Structural Equation Model (SEM), the researchers analyzed several factors that influenced customer satisfaction: service and product quality. The results illustrate that service quality affects customer satisfaction. Satisfied customers will revisit the FFR. However, product quality has no direct effect on customer satisfaction. To improve customer satisfaction, the management of FFR must pay attention to the attributes that contribute greatly but receive low ratings from customers. It consists of the coolness of the room when customers eat and greetings from officers when customers leave the restaurant. Owners and managers of FFR are required to provide service and product quality to maintain their existence.
Attention, Interest, Search, Action, and Share (AISAS) Analysis of Promotion Effectiveness of Zomato Putri Utami Ruswandi; Hartoyo Hartoyo; Mukhamad Najib
Binus Business Review Vol. 12 No. 2 (2021): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v12i2.6676

Abstract

Current technological advances, especially the Internet of Things (IoT), are widely used by people in their daily lives to transact, communicate, and find various information. The research analyzed the effectiveness of promotions carried out by companies based on the concept of marketing communication from technological developments, namely the Attention, Interest, Search, Action, and Share (AISAS) model, and how to increase consumer purchases. The research applied a descriptive approach by distributing questionnaires to Zomato Gold members, with a sample size of 180 people. Data analysis applied Structural Equation Modeling (SEM) to see the relationship between promotion, attention, interest, search, action, and share variables. The finding shows that the effectiveness of promotional advertising based on the AISAS model is not significant enough to encourage consumers to make purchases by visiting restaurants with Zomato Gold benefits. Therefore, Zomato needs to increase promotional activities on social media to increase consumers’ attention regarding these promotions by maximizing social media features. The increase in consumers’ attention to promotions will increase their opportunities to be interested, seek information, make purchases, and share information and experiences with others. However, when consumers pay attention to a promotion, they are not immediately interested in the advertisement. So, it is necessary to study other factors, such as internal factors that affect consumers, apart from external factors that influence consumers’ interest and purchasing decisions.
Co-Authors Budi Suharjo Mukhamad Najib Putri Utami Ruswandi Yudhy Kristiawan