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

LAMPIRAN
1. Kuesioner Penelitian

Kepada Yth,
Bapak/Ibu/Saudara/Saudari
Konsumen Restoran Pizza hut
di Medan

Dengan hormat,
Saya yang bertanda tangan dibawah ini :
Nama : Desty Arief Utami
NIM

: 127019071/IM

adalah mahasiswa/peserta Program Pascasarjana Ilmu Manajemen Universitas
Sumatera Utara.

Saya

memohon

atas

kesediaan

Bapak/Ibu/Saudara/Saudari

untuk

berpartisipasi mengisi kuesioner penelitian yang berjudul “PENGARUH
STRATEGI

DIFERENSIASI

TERHADAP

LOYALITAS

KONSUMEN

MELALUI KEPUASAN KONSUMEN PADA RESTORAN PIZZA HUT DI
MEDAN”.

Pernyataan ini hanya semata-mata digunakan untuk melengkapi data
penelitian dalam rangka penyusunan tesis dan hanya ringkasan dari analisis yang
akan dipublikasikan. Atas kesediaan dan partisipasi Bapak/Ibu/Saudara/Saudari
untuk mengisi dan mengembalikan kuesioner ini saya mengucapkan terima kasih
sebesar-besarnya.

Hormat Saya,

Desty Arief Utami

I. IDENTITAS RESPONDEN

1. Jenis Kelamin :
Laki-laki

Perempuan

15 – 20 tahun

31 – 40 tahun

21 – 30 tahun

> 40 tahun

2. Usia :

3. Jenjang Pendidikan :
SMA

Magister (S2)

Diploma

Doktor (S3)

Sarjana (S1)

Lainnya

4. Pekerjaan :
Pelajar/Mahasiswa

PNS

Pegawai Swasta

Lainnya

5. Berapa kali Saudara bersantap di restoran Pizza Hut di Kota Medan dalam
kurun waktu Januari 2014 - sekarang :
1 kali

3 – 4 kali

2 kali

> 4 kali

II. PETUNJUK PENGISIAN KUESIONER
Pernyataan-pernyataan pada bagian ini hanya dijawab dengan:
Jawaban
Sangat Setuju (SS)
Setuju (S)
Kurang Setuju (KS)
Tidak Setuju (TS)
Sangat Tidak Setuju (STS)

Skor
5
4
3
2
1

Berikanlah jawaban Bapak/Ibu/Saudara/Saudari berdasarkan pengalaman menjadi
konsumen yang bersantap di restoran Pizza Hut di Medan, dengan memberikan

tanda ceklist (√) pada kolom yang telah tersedia.

Diferensiasi Produk (X1)
No
1

Pernyataan

SS

S

KS

TS

STS

SS

S

KS

TS

STS

Pizza Hut menawarkan menu pizza yang lebih
banyak dibandingkan pesaingnya

2

Pizza Hut selalu menghadirkan menu baru yang
menggugah selera

3

Pizza Hut memiliki lebih banyak variasi menu
yang disukai oleh konsumen

4

Pizza Hut selalu menyajikan rasa yang lezat dalam
setiap produknya

Diferensiasi Pelayanan (X2)
No
1

Pernyataan
Karyawan Pizza Hut memberikan pelayanan yang
lebih ramah dibandingkan restoran pesaingnya

2

Saya dapat melakukan pemesanan makanan
dengan lebih mudah

3

Keahlian karyawan membuat souvenir berbahan
dasar balon tidak dijumpai di restoran lain

4

Karyawan Pizza Hut memberikan respon yang
lebih

cepat

dalam

melayani

konsumen

dibandingkan karyawan restoran fastfood lainnya

Diferensiasi Citra (X3)

No
1

Pernyataan

SS

S

KS

TS

STS

SS

S

KS

TS

STS

Saya merasa lebih senang saat bersantap di
restoran Pizza Hut daripada restoran lain

2

Saya

langsung

mengingat

Pizza

Hut

jika

menyebut tentang pizza
3

Saya merasa logo restoran Pizza Hut “atap
berwarna merah” sangat unik

4

Saya merasa Pizza Hut lebih mampu memenuhi
selera konsumen yang ingin mengkonsumsi pizza

Kepuasan Konsumen (Z)
No
1

Pernyataan
Saya merasa puas karena produk Pizza Hut dapat
memenuhi harapan saya

2

Pelayanan yang diberikan oleh restoran Pizza Hut
selalu menyenangkan hati

3

Saya selalu mendapatkan pengalaman

yang

memuaskan ketika bersantap di restoran Pizza Hut
4

Saya selalu merasa puas karena Pizza Hut dapat
memenuhi ekspektasi saya ketika mengkonsumsi
pizza

Loyalitas Konsumen (Y)
No
1

Pernyataan
Saya selalu berbagi pengalaman baik ketika
bersantap di restoran Pizza Hut

2

Saya akan merekomendasikan kepada orang lain
untuk bersantap di restoran Pizza Hut

3

Saya akan bersantap lagi di restoran Pizza Hut
jika ingin mengkonsumsi pizza

4

Pizza Hut menjadi satu-satunya pilihan saya saat
ingin mengkonsumsi pizza

SS

S

N

TS

STS

2. Hasil Uji Validitas
Correlations
X1
X1

X2

X3

X4

X5

X6

X7

X8

X9

X10

X11

X12

Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N

1
30
.772**
,000
30
.830**
,000
30
-,071
,708
30
,276
,140
30
.538**
,002
30
,093
,625
30
.477**
,008
30
.471**
,009
30
.484**
,007
30
.398*
,030
30
,286
,125
30

X2
.772**
,000
30
1
30
.967**
,000
30
-,068
,720
30
,290
,120
30
.451*
,012
30
.403*
,027
30
.556**
,001
30
.660**
,000
30
.496**
,005
30
.496**
,005
30
.405*
,026
30

X3
.830**
,000
30
.967**
,000
30
1
30
-,130
,494
30
,288
,123
30
.429*
,018
30
,262
,162
30
.497**
,005
30
.594**
,001
30
.530**
,003
30
.455*
,012
30
.373*
,043
30

X4
-,071
,708
30
-,068
,720
30
-,130
,494
30
1
30
,115
,544
30
,177
,350
30
,074
,697
30
,224
,234
30
-,064
,739
30
-,085
,655
30
-,068
,720
30
-,143
,450
30

X5
,276
,140
30
,290
,120
30
,288
,123
30
,115
,544
30
1
30
.435*
,016
30
-,041
,829
30
.441*
,015
30
,176
,353
30
,313
,092
30
-,038
,843
30
-,066
,728
30

X6
.538**
,002
30
.451*
,012
30
.429*
,018
30
,177
,350
30
.435*
,016
30
1
30
.419*
,021
30
.704**
,000
30
.419*
,021
30
,320
,084
30
,322
,082
30
0,000
1,000
30

X7
,093
,625
30
.403*
,027
30
,262
,162
30
,074
,697
30
-,041
,829
30
.419*
,021
30
1
30
.549**
,002
30
.565**
,001
30
,034
,860
30
.408*
,025
30
,269
,150
30

X8
.477**
,008
30
.556**
,001
30
.497**
,005
30
,224
,234
30
.441*
,015
30
.704**
,000
30
.549**
,002
30
1
30
.607**
,000
30
.406*
,026
30
,180
,342
30
,000
1,000
30

X9
.471**
,009
30
.660**
,000
30
.594**
,001
30
-,064
,739
30
,176
,353
30
.419*
,021
30
.565**
,001
30
.607**
,000
30
1
30
.518**
,003
30
.521**
,003
30
,328
,077
30

X10
.484**
,007
30
.496**
,005
30
.530**
,003
30
-,085
,655
30
,313
,092
30
,320
,084
30
,034
,860
30
.406*
,026
30
.518**
,003
30
1
30
,341
,065
30
,325
,080
30

X11
.398*
,030
30
.496**
,005
30
.455*
,012
30
-,068
,720
30
-,038
,843
30
,322
,082
30
.408*
,025
30
,180
,342
30
.521**
,003
30
,341
,065
30
1
30
.771**
,000
30

X12
,286
,125
30
.405*
,026
30
.373*
,043
30
-,143
,450
30
-,066
,728
30
0,000
1,000
30
,269
,150
30
,000
1,000
30
,328
,077
30
,325
,080
30
.771**
,000
30
1
30

X13
.755**
,000
30
.801**
,000
30
.798**
,000
30
-,163
,388
30
.407*
,026
30
.462*
,010
30
,229
,223
30
.508**
,004
30
.788**
,000
30
.592**
,001
30
.450*
,013
30
,297
,111
30

X14
.602**
,000
30
.739**
,000
30
.651**
,000
30
0,000
1,000
30
.426*
,019
30
.544**
,002
30
.469**
,009
30
.571**
,001
30
.754**
,000
30
,336
,069
30
.433*
,017
30
,284
,129
30

X15
.630**
,000
30
.776**
,000
30
.693**
,000
30
-,081
,669
30
.390*
,033
30
.460*
,011
30
.379*
,039
30
.544**
,002
30
.826**
,000
30
.515**
,004
30
.468**
,009
30
,311
,095
30

X16
,330
,075
30
.571**
,001
30
.432*
,017
30
,148
,434
30
,315
,090
30
.559**
,001
30
.672**
,000
30
.691**
,000
30
.640**
,000
30
,067
,724
30
,241
,200
30
,071
,710
30

X17
.671**
,000
30
.598**
,000
30
.593**
,001
30
-,089
,640
30
,197
,296
30
.420*
,021
30
,162
,392
30
.447*
,013
30
.543**
,002
30
.565**
,001
30
,280
,135
30
,034
,858
30

X18
.550**
,002
30
.629**
,000
30
.561**
,001
30
0,000
1,000
30
,347
,061
30
.616**
,000
30
.449*
,013
30
.664**
,000
30
.622**
,000
30
,296
,112
30
,265
,157
30
,078
,682
30

X19
,330
,075
30
.571**
,001
30
.432*
,017
30
,148
,434
30
,315
,090
30
.559**
,001
30
.672**
,000
30
.691**
,000
30
.640**
,000
30
,067
,724
30
,241
,200
30
,071
,710
30

X20
.710**
,000
30
.746**
,000
30
.739**
,000
30
-,068
,720
30
,341
,065
30
.516**
,004
30
,354
,055
30
.588**
,001
30
.799**
,000
30
.588**
,001
30
.451*
,012
30
,327
,078
30

total
.737**
,000
30
.864**
,000
30
.800**
,000
30
,075
,692
30
.407*
,026
30
.685**
,000
30
.554**
,002
30
.753**
,000
30
.831**
,000
30
.551**
,002
30
.567**
,001
30
.375*
,041
30

Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N

.755**
,000
30
.602**
,000
30
.630**
,000
30

.801**
,000
30
.739**
,000
30
.776**
,000
30

.798**
,000
30
.651**
,000
30
.693**
,000
30

-,163
,388
30
0,000
1,000
30
-,081
,669
30

.407*
,026
30
.426*
,019
30
.390*
,033
30

.462*
,010
30
.544**
,002
30
.460*
,011
30

,229
,223
30
.469**
,009
30
.379*
,039
30

.508**
,004
30
.571**
,001
30
.544**
,002
30

.788**
,000
30
.754**
,000
30
.826**
,000
30

.592**
,001
30
,336
,069
30
.515**
,004
30

.450*
,013
30
.433*
,017
30
.468**
,009
30

,297
,111
30
,284
,129
30
,311
,095
30

30
.840**
,000
30
.949**
,000
30

Pearson Correlation
Sig. (2-tailed)
N
X17 Pearson Correlation
Sig. (2-tailed)
N
X18 Pearson Correlation
Sig. (2-tailed)
N
x19 Pearson Correlation
Sig. (2-tailed)
N
x20 Pearson Correlation
Sig. (2-tailed)
N
total Pearson Correlation
Sig. (2-tailed)
N

,330
,075
30
.671**
,000
30
.550**
,002
30
,330
,075
30
.710**
,000
30
.737**
,000
30

.571**
,001
30
.598**
,000
30
.629**
,000
30
.571**
,001
30
.746**
,000
30
.864**
,000
30

.432*
,017
30
.593**
,001
30
.561**
,001
30
.432*
,017
30
.739**
,000
30
.800**
,000
30

,148
,434
30
-,089
,640
30
0,000
1,000
30
,148
,434
30
-,068
,720
30
,075
,692
30

,315
,090
30
,197
,296
30
,347
,061
30
,315
,090
30
,341
,065
30
.407*
,026
30

.559**
,001
30
.420*
,021
30
.616**
,000
30
.559**
,001
30
.516**
,004
30
.685**
,000
30

.672**
,000
30
,162
,392
30
.449*
,013
30
.672**
,000
30
,354
,055
30
.554**
,002
30

.691**
,000
30
.447*
,013
30
.664**
,000
30
.691**
,000
30
.588**
,001
30
.753**
,000
30

.640**
,000
30
.543**
,002
30
.622**
,000
30
.640**
,000
30
.799**
,000
30
.831**
,000
30

,067
,724
30
.565**
,001
30
,296
,112
30
,067
,724
30
.588**
,001
30
.551**
,002
30

,241
,200
30
,280
,135
30
,265
,157
30
,241
,200
30
.451*
,012
30
.567**
,001
30

,071
,710
30
,034
,858
30
,078
,682
30
,071
,710
30
,327
,078
30
.375*
,041
30

.546**
,002
30
.761**
,000
30
.708**
,000
30
.546**
,002
30
.926**
,000
30
.877**
,000
30

X13

X14

X15

X16

**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

1

.840**
,000
30
1
30
.900**
,000
30
.802**
,000
30
.564**
,001
30
.668**
,000
30
.802**
,000
30
.794**
,000
30
.880**
,000
30

.949**
,000
30
.900**
,000
30
1
30
.681**
,000
30
.726**
,000
30
.750**
,000
30
.681**
,000
30
.883**
,000
30
.898**
,000
30

.546**
,002
30
.802**
,000
30
.681**
,000
30

.761**
,000
30
.564**
,001
30
.726**
,000
30

.708**
,000
30
.668**
,000
30
.750**
,000
30

.546**
,002
30
.802**
,000
30
.681**
,000
30

.926**
,000
30
.794**
,000
30
.883**
,000
30

.877**
,000
30
.880**
,000
30
.898**
,000
30

1

.367*
,046
30
1

.811**
,000
30
.637**
,000
30
1

1.000**
0,000
30
.367*
,046
30
.811**
,000
30
1

.538**
,002
30
.735**
,000
30
.682**
,000
30
.538**
,002
30
1

.762**
,000
30
.686**
,000
30
.804**
,000
30
.762**
,000
30
.881**
,000
30
1

30
.367*
,046
30
.811**
,000
30
1.000**
0,000
30
.538**
,002
30
.762**
,000
30

30
.637**
,000
30
.367*
,046
30
.735**
,000
30
.686**
,000
30

30
.811**
,000
30
.682**
,000
30
.804**
,000
30

30
.538**
,002
30
.762**
,000
30

30
.881**
,000
30

30

3. Hasil Uji Reliabilitas

X1
X2
X3
X5
X6
X7
X8
X9
X10
X11
X12
X13
X14
X15
X16
X17
X18
x19
x20

Scale Mean if
Scale Variance
Item Deleted
if Item Deleted
64,97
66,033
64,90
64,231
64,87
64,464
64,77
71,357
65,67
65,471
65,10
68,438
65,27
66,478
65,17
63,937
64,33
68,989
65,43
67,702
64,50
70,052
65,10
65,541
65,07
65,720
65,13
65,361
65,23
66,254
64,93
67,995
65,23
66,392
65,23
66,254
65,10
64,024

Corrected ItemCronbach's Alpha if
Total Correlation
Item Deleted
,708
,946
,851
,943
,783
,944
,358
,950
,617
,948
,495
,949
,700
,946
,811
,944
,514
,949
,518
,949
,321
,952
,879
,943
,867
,943
,895
,943
,717
,946
,662
,947
,782
,945
,717
,946
,872
,943

4. Hasil Output AMOS
Analisis Konfirmatori
Confirmatory Factor Analysis Diferensiasi Produk

Result (Default model)

Minimum was achieved
Chi-square = .012
Degrees of freedom = 2
Probability level = .994

Estimates (Group number 1 - Default model)
Scalar Estimates (Group number 1 - Default model)
Maximum Likelihood Estimates
Regression Weights: (Group number 1 - Default model)

X1
X2
X3
X4