Pengaruh Strategi Diferensiasi Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Pada Restoran Pizza Hut Di Medan

PENGARUH STRATEGI DIFERENSIASI TERHADAP LOYALITAS
KONSUMEN MELALUI KEPUASAN KONSUMEN
PADA RESTORAN PIZZA HUT DI MEDAN
ABSTRAK
Persaingan antara perusahaan penghasil produk fastfood saat ini sangat kompetitif.
Salah satu cara untuk dapat bersaing adalah dengan membentuk kepuasan
terhadap konsumen secara efektif guna mendapatkan konsumen baru dan
mempertahankan konsumen lama dengan cara melaksanakan strategi diferensiasi
seperti yang dilakukan restoran Pizza Hut di Medan. Maksud diferensiasi yaitu
memudahkan penyediaan nilai yang cukup kuat pada produk dan diharapkan
konsumen menyadari bahwa nilai itu ada sehingga dapat menciptakan kepuasan
konsumen yang akan berujung pada loyalitas konsumen. Diferensiasi yang dapat
dilakukan yaitu diferensiasi produk, diferensiasi pelayanan, dan diferensiasi citra.
Rumusan masalah dalam penelitian ini yaitu apakah diferensiasi produk,
diferensiasi pelayanan, dan diferensiasi citra berpengaruh positif dan signifikan
terhadap kepuasan konsumen dan loyalitas konsumen pada restoran Pizza Hut di
Medan? Apakah kepuasan konsumen berpengaruh positif dan signifikan terhadap
loyalitas konsumen pada restoran Pizza Hut di Medan? Apakah diferensiasi
produk, diferensiasi pelayanan, dan diferensiasi citra berpengaruh positif dan
signifikan terhadap loyalitas konsumen melalui kepuasan konsumen pada restoran
Pizza Hut di Medan?. Teknik pengumpulan data dilakukan melalui wawancara,

kuesioner dan dokumentasi. Jenis penelitian ini adalah deskriptif kuantitatif dan
sifat penelitian ini adalah explanatory research. Sampel dalam penelitian ini yaitu
120 konsumen yang bersantap lebih dari 1 kali di restoran Pizza Hut di Medan.
Pengujian hipotesis menggunakan analisis Structural Equation Model (SEM).
Hasil pengujian menunjukkan bahwa diferensiasi produk dan diferensiasi
pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen,
diferensiasi citra berpengaruh positif dan tidak signifikan terhadap kepuasan
konsumen. Diferensiasi produk dan diferensiasi pelayanan berpengaruh negatif
dan tidak signifikan terhadap loyalitas konsumen, diferensiasi citra berpengaruh
positif dan signifikan terhadap loyalitas konsumen. Kepuasan konsumen
berpengaruh positif dan signifikan terhadap loyalitas konsumen. Diferensiasi
produk, diferensiasi pelayanan, dan diferensiasi citra memiliki pengaruh yang
positif dan signifikan terhadap loyalitas konsumen melalui kepuasan konsumen
restoran Pizza Hut di Medan Dalam penelitian ini variabel kepuasan konsumen
berperan sebagai sebagai variabel intervening yang menentukan pengaruh strategi
diferensiasi (diferensiasi produk, diferensiasi pelayanan, diferensiasi citra)
terhadap loyalitas konsumen restoran Pizza Hut di Medan.
Kata kunci : strategi diferensiasi, diferensiasi produk, diferensiasi pelayanan,
diferensiasi citra, kepuasan konsumen, loyalitas konsumen.

THE INFLUENCE OF DIFFERENTIATION STRATEGY ON
CONSUMER LOYALTY THROUGH CONSUMER SATISFACTION AT
PIZZA HUT RESTAURANT IN MEDAN
ABSTRACT
Competition among the companies which produce fast food today is highly
competitive. One of the techniques to able to compete is by providing satisfaction
to consumers effectively in order to obtain new customers and maintain old
customers and by carrying out differentiation strategy as what has been done by
Pizza Hut Restaurant in Medan. The aim of differentiation is to facilitate the
facilitation of strong value for a product, and it is expected that consumers realize
its value so that it can create consumer satisfaction which will eventually create
consumer loyalty. The differentiation included product differentiation, service
differentiation, and image differentiation. The problems of the research were
whether product differentiation, service differentiation, and image differentiation
had positive and significant influence on consumer satisfaction and consumer
loyalty in Pizza Hut Restaurant in Medan? whether consumer satisfaction had
positive and significant influence on consumer loyalty in Pizza Hut Restaurant in
Medan? and whether product differentiation, service differentiation, and image
differentiation had positive and significant influence on consumer loyalty through
consumer satisfaction in Pizza Hut Restaurant in Medan?. The data were

gathered by conducting interviews, questionnaires, and documentation. The
research used descriptive quantitative and explanatory research methods. The
samples consisted of 120 consumers who ate their meals more than once in Pizza
Hut Restaurant, Medan. Hypothesis was tested by using Structured Equation
Model (SEM). The result of the research showed that product differentiation and
service differentiation had positive and significant influence on consumer
satisfaction, while image differentiation had positive but insignificant influence on
consumer satisfaction. Product differentiation and service differentiation had
negative and insignificant influence on consumer loyalty, while image
differentiation had positive and significant influence on consumer loyalty.
Consumer satisfaction had positive and significant influence on consumer loyalty,
while product differentiation, service differentiation, and image differentiation
had positive and significant influence on consumer loyalty through consumer
satisfaction in Pizza Hut Restaurant, Medan. The variable of consumer
satisfaction which played its role as intervening variable determined the influence
of differentiation strategies (product differentiation, service differentiation, and
image differentiation) on consumer loyalty in Pizza Hut Restaurant, Medan.
Keywords:

Differentiation Strategy, Product Differentiation, Service

Differentiation, Image Differentiation, Consumer Satisfaction,
Consumer Loyalty