PENGARUH KARAKTERISTIK MAKANAN DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RESTORAN KHAS KRATON YOGYAKARTA

Robinsen Yurian Priyonggo, , Indonesia
Dr. Badraningsih Lastariwati, , Indonesia

Abstract


ABSTRAK
 Tujuan penelitian adalah untuk mengetahui : (1) karakteristik makanan khas Kraton Yogyakarta, (2)
karakteristik pelayanan khas Kraton Yogyakarta, (3) pengaruh karakteristik makanan khas Kraton Yogyakarta
terhadap keputusan pembelian, (4) pengaruh karakteristik pelayanan khas Kraton Yogyakarta terhadap keputusan
pembelian, dan (5) pengaruh karakteristik makanan dan pelayanan khas Kraton Yogyakarta terhadap keputusan
pembelian. Penelitian ini merupakan penelitian korelasional dengan tujuan mengetahui pengaruh variabel independen
terhadap variabel dependen. Teknik pengumpulan data menggunakan kuesioner dan data yang didapat berupa data
interval skala Likert angka 1 sampai 4, 4 untuk tanggapan sangat setuju dan 1 untuk tanggapan sangat tidak setuju.
Teknik analisis data menggunakan regresi linier berganda. Hasil penelitian diketahui bahwa: (1) Makanan khas Kraton
Yogyakarta berasa manis dan gurih, warna tidak mencolok, dan nama makanan dalam bahasa asli/Jawa. (2)
Karakteristik pelayanan khas Kraton Yogyakarta terletak pada pelayan yang menggunakan pakaian tradisional dan
menyediakan camilan saat tamu menunggu pesanan. (3) Karakteristik makanan khas Kraton Yogyakarta berpengaruh
positif terhadap keputusan pembelian, dengan F
hitung
sebesar 319,33 lebih besar daripada F
= 3,94. (4) Karakteristik
pelayanan khas Kraton Yogyakarta berpengaruh positif terhadap keputusan pembelian, dengan F
tabel
sebesar 90,73
lebih besar daripada F
= 3,94. (5) karakteristik makanan dan karakteritik pelayanan secara bersama-sama
berpengaruh positif terhadap keputusan pembelian konsumen di restoran khas Kraton Yogyakarta, dengan F
tabel
sebesar 360,72 lebih besar daripada F
= 3,09.
 
tabel
Kata kunci: Karakteristik, Keputusan Pembelian, Restoran khas Kraton Yogyakarta.
 
hitung
hitung

 

ABSTRACT
 The purposes of this research were to find: (1) Yogyakarta Sultan Palace Restaurant’s  food characteristic, (2)
Yogyakarta Sultan Palace Restaurant’s service characteristic, (3) the influence of Yogyakarta Sultan Palace
Restaurant’s  food characteristic for consumer’s dining decision, (4) the influence of Yogyakarta Sultan Palace
Restaurant’s service characteristic for consumer’s dining decision, and (5) the influence of Yogyakarta Sultan Palace
Restaurant’s together food and service characteristic for consumer’s dining decision. This research is correlational
research, with purpose to find the influence of independence variable for dependence variable. The technique of
collecting data used questionaire. Data iscollected by using 1-4 likert scale, 4 is for very agree statement and 1 for
very disagree statement from respondent. Data analysis techniques use single and multiple linear regression. The
results of the study showed that: (1) Sultan Palace Restaurant’s food characteistic were sweety taste, savoury, low
intensity colour, and food name was written in Javanese language. (2) Sultan Palace Restaurant’s service
characteristic were waiters wore traditional outfit and restaurant served welcome snack while consumers were
waiting for their orders. (3) Sultan Palace Restaurant’s  food characteristic influenced consumer’s dining decision,
with F
count
= 319,33 was  bigger than F
=3,94. (4) Sultan Palace Restaurant’s  service characteristic influenced
consumer’s dining decision, with F
count
table
= 90,73 was  bigger than F
=3,94, and (5) Sultan Palace Restaurant’s  food
and service characteristic influenced consumer’s dining decision, with F
table
count
= 319,33 was  bigger than F
Keywords: Characteristic, Dining Decision, Yogyakarta Sultan Palace Restraurant.  
table
=3,94.


Full Text:

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DOI: https://doi.org/10.21831/jcet.v6i6.10207

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