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ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN GUDEG (Studi Kasus Warung Makan Gudeg “Yu Djum” Jl

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ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN GUDEG (Studi Kasus Warung Makan Gudeg “Yu Djum” Jl ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN GUDEG (Studi Kasus Warung Makan Gudeg “Yu Djum” Jl. Wijilan No. 31) SKRIPSI Diajukan untuk Memenuhi Syarat guna Memperoleh Gelar Sarjana Ekonomi pada Fakultas Ekonomi Program Studi Manajemen Oleh: ADRIANUS FITRANTO WIBOWO 012214206 PROGRAM STUDI MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2008 ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN GUDEG (Studi Kasus Warung Makan Gudeg “Yu Djum” Jl. Wijilan No. 31) SKRIPSI Diajukan untuk Memenuhi Syarat guna Memperoleh Gelar Sarjana Ekonomi pada Fakultas Ekonomi Program Studi Manajemen Oleh: ADRIANUS FITRANTO WIBOWO 012214206 PROGRAM STUDI MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2008 i HALAMAN PERSETUJUAN SKRIPSI ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN GUDEG (Studi Kasus Warung Makan Gudeg “Yu Djum” Jl. Wijilan No. 31) Disusun Oleh: Adrianus Fitranto Wibowo 012214206 Telah disetujui oleh: Pembimbing I Yudi Yuniarto, S.E., M.B.A. Tanggal 2 September 2008 Pembimbing II Drs. G. Hendra Poerwanto, M.Si Tanggal 4 September 2008 ii HALAMAN PENGESAHAN SKRIPSI ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN GUDEG (Studi Kasus Warung Makan Gudeg “Yu Djum” Jl. Wijilan No. 31) Dipersiapkan dan ditulis oleh Nama : Adrianus Fitranto Wibowo NIM : 012214206 Telah Dipertahankan di depan Panitia Penguji Pada tanggal ...................... Dan dinyatakan memenuhi syarat Susunan Panitia Penguji Nama Lengkap Tanda Tangan Ketua ....................... ....................... Sekertaris ....................... ....................... Anggota ....................... ....................... Anggota ...................... ....................... Yogyakarta, 30 September 2008 Anggota ...................... ....................... Yogyakarta................... 2008 Fakultas Ekonomi Universitas Sanata Dharma Dekan (Drs. Y.P. Supardiyono, M.Si, Akt) MOTTO dan PERSEMBAHAN ”Nothing you can do, but you can learn how to be you in time” (The Beatles) ”Ia membuat segala sesuatu indah pada waktunya, bahkan Ia memberikan kekekalan dalam hati mereka” (Pengkhotbah 3:11) iv ABSTRAK ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN GUDEG (Studi Kasus Warung Makan Gudeg “Yu Djum” Jl.Wijilan No. 31) Adrianus Fitranto Wibowo UNIVERSITAS SANATA DHARMA YOGYAKARTA 2008 Tujuan dari penelitian ini adalah untuk mengetahui kerakteristik konsumen Gudeg “Yu Djum”, atribut kuallitas pelayanan yang paling menentukan konsumen dalam memilih Gudeg “Yu Djum”, mengetahui seberapa besar kepuasan terhadap fasilitas dan pelayanan Gudeg “Yu Djum”, serta hubungan antara apakah semakin tinggi tingkat kepuasan terhadap kualitas pelayanan akan semakin tinggi tingkat loyalitas konsumen. Penelitian ini berupa studi kasus yang dilaksanakan di Rumah makan Gudeg “Yu Djum” Jl Wijilan no 31 Panembahan Kraton Yogyakarta dari bulan Juli sampai Agustus 2008. Dalam penelitian ini teknik pengumpulan data yang digunakan adalah wawancara, dokumentasi dan angket berstruktur. Sampel yang digunakan adalah sebagian dari konsumen Gudeg “Yu Djum”. Sampel yang diambil berjumlah 100 responden. Metode analisis data yang digunakan untuk mengetahui karakteristik konsumen adalah analisis persentase, untuk mengetahui atribut kualitas pelayanan konsumen dengan teknik analisis prioritas kepentingan, untuk mengetahui tingkat kepuasan konsumen terhadap pelayanan yang diberikan dengan teknik indek kepuasan pelanggan dan mengetahui hubungan antara kepuasan terhadap loyalitas konsumen dengan teknik Korelasi Produk moment. Dari analisis persentase diperoleh hasil yaitu mayoritas konsumen adalah jenis kelamin wanita sejumlah 51%, kelompok usia 31- 40 tahun yaitu sebesar 47%, tingkat pendidikan responden perguruan tinggi 44%, kelompok penghasilan atau uang saku per bulan Rp.500.001,00-Rp.1000.000 sebanyak 33%, status pekerjaaan responden PNS atau ABRI sebanyak 28%. Dari hasil Indek kepuasan pelanggan konsumen Gudeg “Yu Djum” pada dimensi reliability, responsivness, assurance dan empathy berkisar antara 6 - 55 yang mengindikasikan konsumen puas,. Dari analisis korelasi produk moment diperoleh hasil bahwa kepuasan konsumen terhadap loyalitas adalah positif. v ABSTRACT THE ANALYST OF SATISFACTION AND LOYALITY OF CONSUMERS OF GUDEG (Case Study in Warung Makan Gudeg “Yu Djum”) Adrianus Fitranto Wibowo SANATA DHARMA UNIVERSITY YOGYAKARTA 2008 The aim of the research were to know identity characteristic of consumers Gudeg “Yu Djum, the attribute of service quality which very importance to consumers choice Gudeg “Yu Djum., to identity the level the satisfaction toward facility and the services of Gudeg “Yu Djum and to identity the correlation between the level of satisfaction and level of loyalty. The research was a case study at do in Gudeg “Yu Djum at wijilan street no 31 Panembahan Kraton Yogyakarta from July up to August 2008. The techniques of data collection in the research were interview, documentation and questionnaire. The data analysis technique used was product moment correlation. The result of the research were majority consumers were women, 31 – 40 years old, having income Rp.500.001,00 -Rp.1000.000, work as PNS are ABRI. from satisfaction service index it can be indicated that consumer were satisfy, and the correlation between satisfaction and loyalty was positive. vi KATA PENGANTAR Terpujilah nama Yesus, Maria dan Santo Yusuf, atas segala berkat dan karunianya yang telah diberikan sehingga penyusunan skripsi dengan judul ” Analisis Kepuasan dan Loyalitas Konsumen Gudeg Yu Djum” Studi Kasus Pada Warung Makan Gudeg “Yu Djum”. Penulisan ini bertujuan untuk memenuhi salah satu syarat untuk memperoleh gelar Sarjana Ekonomi pada studi Manajemen jurusan Manajemen Universitas Sanata Dharma Yogyakarta. Disamping itu juga diharapkan dapat memberikan sumbangan bagi pihak yang membutuhkan. Selama penyusunan skripsi ini banyak hambatan dan kesulitan yang dihadapi, namun dapat dilalui karena berkat adanya bantuan dari berbagai pihak. Oleh karena itu pada kesempatan ini penyusun menyampaikan ucapan terimakasih kepada: 1. Drs. Y.P. Supardiyono,M.Si, Akt., selaku Dekan Fakultas Ekonomi Universitas Sanata Dharma Jogjakarta. 2. V. Mardi Widyadmono SE, MBA, selaku Kaprodi Jurusan Manajemen Fakultas Ekonomi Universitas Sanata Dharma Yogyakarta. 3. Yudi Yuniarto, S.E., M.B.A. selaku pembimbing I yang telah menemani dan membantu baik tenaga maupun pikiran dalam memberi bimbingan dan nasehat selama penyusunan skripsi ini. 4. Drs. G. Hendra Poerwanto, M.Si. selaku dosen pembimbing II yang telah memberikan waktu, tenaga, dan pikiran dalam memberi bimbingan dan nasehat dalam proses penyusunan skripsi ini. vii 5. Segenap Dosen Fakultas Ekonomi yang telah memberikan ilmunya kepada penulis menuntut ilmu di Jurusan Manajemen Fakultas Ekonomi Universitas Sanata Dharma Yogyakarta. 6. Teman-teman Seprofesi Jefri, Yanuar, Michael Mukidi, Rhiza,Yanu Menol, Daniek, Dimas,Sisca, Mamat, Irma, Bambang, Hendri, Mories,Topan,Bowo,Egen. 7. Mbak Susi dan Almarhum Mas Anto yang telah memberikan semangat dan doa selama ini. 8. Ayah dan Ibuku tercinta yang telah memberikan doa restu, dan semangat untuk segera menyelesaikan kuliah, dan juga biaya yang tidak terhitung selama kuliah. Dalam penyusunan skripsi ini penulis menyadari bahwa skripsi ini masih jauh dari sempurna, mengingat kemampuan, pengetahuan, dan waktu yang terbatas yang dimiliki oleh penulis. Namun demikian penulis berusaha menyelesaikan skripsi ini dengan sebaik-baiknya. Harapan penulis, semoga skripsi ini dapat memberikan manfaat bagi berbagai pihak. Yogyakarta, 28 September 2008 Penulis viii PERNYATAAN KEASLIAN KARYA Saya menyatakan dengan sesungguhnya bahwa skripsi yang saya tulis ini tidak memuat karya atau bagian karya orang lain, kecuali yang telah disebutkan dalam kutipan dan daftar pustaka, sebagaimana layaknya karya ilmiah. Yogyakarta, 28 September 2008 Penulis Adrianus Fitranto Wibowo ix x DAFTAR ISI Halaman HALAMAN JUDUL............................................................................................. i HALAMAN PERSETUJUAN PEMBIMBING ................................................... ii HALAMAN PENGESAHAN............................................................................... iii HALAMAN MOTTO & PERSEMBAHAN ........................................................ iv ABSTRAK ............................................................................................................ v ABSCTRACT ...................................................................................................... vi KATA PENGANTAR .......................................................................................... vii HALAMAN PERNYATAAN KEASLIAN KARYA.......................................... ix LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS ........ x DAFTAR ISI......................................................................................................... xi BAB I PENDAHULUAN..................................................................................... 1 A. Latar Belakang Masalah............................................................................ 1 B. Rumusan Masalah ..................................................................................... 4 C. Batasan Masalah........................................................................................ 4 D. Tujuan Penelitian ...................................................................................... 4 E. Manfaat Penelitian .................................................................................... 5 BAB II LANDASAN
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