Pengaruh Customer Experience, Perception of Usefulness, Customer Trust Terhadap Layanan Self-Service McDonald’s
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Customer Experience, Perceived Usefulness, dan Customer Trust terhadap Customer Satisfaction pada layanan self-service di McDonald’s. Layanan self-service yang diterapkan di McDonald’s berupa kios pemesanan mandiri, yang bertujuan untuk meningkatkan efisiensi operasional dan memberikan pengalaman pelanggan yang lebih baik. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengambilan sampel sebanyak 290 konsumen McDonald’s yang menggunakan layanan self-service. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa variabel Customer Experience, Perceived Usefulness, dan Customer Trust berpengaruh positif signifikan terhadap Customer Satisfaction. Temuan ini menunjukkan bahwa pengalaman pelanggan yang positif, persepsi manfaat yang tinggi terhadap layanan self-service, serta kepercayaan terhadap teknologi yang digunakan McDonald’s mampu meningkatkan kepuasan pelanggan. Penelitian ini memberikan kontribusi bagi pengembangan strategi layanan di sektor makanan cepat saji, khususnya terkait penerapan teknologi self-service.
Keywords
Full Text:
PDF (Bahasa Indonesia)References
Abdullah, K., Jannah, M., Aiman, U., Hasda, S., Fadilla, Z., Taqwin, Masita, & Sari, E. M. (2022). Metodologi Penelitian Kuantitatif (N. Saputra, Ed.). Yayasan Penerbit Muhammad Zainir.
Agustina, R., Hinggo, H. T., & Zaki, H. (2023). PENGARUH BRAND AMBASSADOR, E-WOM, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO. JurnalI Lmiah Mahasiswa Merdeka EMBA, 2(1), 433–445.
Anggun Permata Sari, & Ratih Hendayani. (2023). Pengaruh Kualitas Layanan Self Service Technology (SST) terhadap Loyalty dan Behavioral Intention dengan Customer Satisfaction Sebagai Variabel Moderasi. JSMA (Jurnal Sains Manajemen Dan Akuntansi), 15(2), 157–164. https://doi.org/10.37151/jsma.v15i2.133
Arsih, Y., Praja, A., Perdian, S., Santoso, S., & Nurhidajat, R. (2022). Penerapan Teknologi Self-Service Dalam Meningkatkan Customer Satisfaction Pada Usaha Ritel Food and Beverage. Jurnal Administrasi Profesional, 3(2), 11–24. https://doi.org/10.32722/jap.v3i2.5125
Asmarina, N. L. P. G. M., Yasa, N. N. K., & Ekawati, N. W. (2022). role of satisfaction in mediating the effect of perceived ease of use and perceived usefulness on purchase intention. International Research Journal of Management, IT and Social Sciences, 9(5), 690–706. https://doi.org/10.21744/irjmis.v9n5.2164
Bagas Hapsoro, B., & Unnes Kampus Sekaran, F. (2023). The Effect of Perceived Ease of Use, Perceived Usefulness, and Perceived Security on E-Wallet Continuance Intention of Shopeepay Through E-Satisfaction. Management Analysis Journal, 11(4), 396–405. https://doi.org/https://doi.org/10.15294/maj.v11i4.63725
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Damayanti, M., & Setiawan, A. (2023). Faktor-Faktor Pengaruh Keputusan Pembelian Kosmetik Wardah Generasi Milenial Di Kabupaten Semarang. El-Iqtishod: Jurnal Ekonomi Syariah, 7(2), 1–18. https://doi.org/10.70136/el-iqtishod.v7i2.414
Desmi Ristia, N., & Marlien, R. (2022). Pengaruh Pengalaman Pelanggan, Nilai Pelanggan, dan Kualitas Layanan terhadap Kepuasan Pelanggan (Studi Pada Pelanggan Albania Coffee Boja). YUME : Journal of Management, 5(3), 1–16. https://doi.org/10.2568/yum.v5i2.1751
Dewi, G. H. T., & Fitriani, F. (2021). Pengaruh Adverting, Brand Awareness Dan Brand Trust Terhadap Keputusan Pembelian Produk Merek Make Over (Studi Pada Mahasiswa FEB UM Metro). Jurnal Manajemen DIVERSIFIKASI, 1(3), 561–573. https://doi.org/10.24127/diversifikasi.v1i3.1032
Eka Puji Lestari, Firdaus Firdaus, Nurhayati Nurhayati, Irmaya Yulianti, Tengku Muhammad Ikhfan, & Endah Ratnasari. (2024). The Effect Of Perceived Of Usefulness And Perceived Ease Of Use On Online Purchasing Behavior With E-Wallet User Satisfaction As Intervening. International Journal of Economics, Management and Accounting, 1(2), 01–15. https://doi.org/10.61132/ijema.v1i2.16
Fadhilah, R. E., & Nainggolan, B. M. (2024). Peran Kualitas Pelayanan, Kepercayaan dan Pengalaman Pelanggan terhadap Kepuasan Pelanggan. INOVASI, 11(1), 150–163. https://doi.org/10.32493/Inovasi.v11i1.p150-163.40256
Fadilla, Z., Ketut Ngurah Ardiawan, M., Eka Sari Karimuddin Abdullah, M., Jannah Ummul Aiman, M., & Hasda, S. (n.d.). METODOLOGI PENELITIAN KUANTITATIF. http://penerbitzaini.com
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience through New Technologies. Journal of Interactive Marketing, 51(1), 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123–135. https://doi.org/10.1016/j.spc.2020.07.019
Keni, K., & Sandra, K. K. (2021). PREDIKSI CUSTOMER EXPERIENCE DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY: CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 191. https://doi.org/10.24912/jmieb.v5i1.11196
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 21(1), 1–26. https://doi.org/10.1080/15332667.2020.1840904
Kim, Y.-J., & Kim, H.-S. (2022). The Impact of Hotel Customer Experience on Customer Satisfaction through Online Reviews. Sustainability, 14(2), 848. https://doi.org/10.3390/su14020848
Li, M.-W., Teng, H.-Y., & Chen, C.-Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015
Meileny, F., & Wijaksana, T. I. (2020). Pengaruh Persepsi Manfaat, Persepsi Kemudahan, Fitur Layanan Dan Kepercayaan Terhadap Tingkat Kepuasan Pelanggan Linkaja Di Indonesia. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(2), 200–209. https://doi.org/10.31294/jeco.v4i2.7934
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/JASEM.4(2)01
Militina, T., & Noorlitaria Achmad, G. (2020). FFECT OF CUSTOMER VALUE AND CUSTOMER EXPERIENCE ON CUSTOMER SATISFACTION AND LOYALTY PT MERATUS SAMARINDA. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 4(1), 84–94. https://doi.org/https://doi.org/10.29040/ijebar.v4i01.909
Mustakim, N. A., Hasan, Z., Sauid, M. K., Ebrahim, Z. B., & Mokhtar, N. (2022). Factors Affecting Customer Satisfaction on Shopee. International Journal of Academic Research in Business and Social Sciences, 12(10). https://doi.org/10.6007/IJARBSS/v12-i10/14751
Nyoko, A. E. L., & Semuel, A. D. D. (2021). PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI MEDIA SOSIAL FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN. Journal of Management : Small and Medium Enterprises (SMEs), 14(1), 63–76. https://doi.org/10.35508/jom.v14i1.3857
Octavia, Y. F., Luh Komang Candra Dewi, Donny Dharmawan, Silvia Ekasari, & Hery Erdi. (2024). The Influence Of Customer Value, Customer Trust And Electronic Service Quality On Customer Satisfaction Of Traveloka. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(1), 283–288. https://doi.org/10.35870/jemsi.v10i1.1908
Otto, A. S., Szymanski, D. M., & Varadarajan, R. (2020). Customer satisfaction and firm performance: insights from over a quarter century of empirical research. Journal of the Academy of Marketing Science, 48(3), 543–564. https://doi.org/10.1007/s11747-019-00657-7
Putra, M. A. (2020). PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PENGGUNA JASA PAKET TOUR PADA TRAVEL MAHATALLA GRAHA TOUR SAMARINDA. Jurnal Administrasi Bisnis Fisipol Unmul, 8(4), 300. https://doi.org/10.54144/jadbis.v8i4.3968
Rahmawati, Y. D., Yuliana, R., Tinggi, S., Bank, I. E., & Jateng, B. (2020). PENGARUH PERSEPSI MANFAAT, PERSEPSI KEMUDAHAN, DAN PERSEPSI KEAMANAN TERHADAP KEPUTUSAN PENGGUNAAN E-WALLET PADA MAHASISWA STIE BANK BPD JATENG. Journal of Economics and Banking, 2(2), 157–168. https://doi.org/https://doi.org/10.35829/econbank.v2i2.215
Robaniyah, L., & Kurnianingsih, H. (2021). PENGARUH PERSEPSI MANFAAT, KEMUDAHAN PENGGUNAAN DAN KEAMANAN TERHADAP MINAT MENGGUNAKAN APLIKASI OVO. Image : Jurnal Riset Manajemen, 10(1), 53–62. https://doi.org/10.17509/image.v10i1.32009
Sihite, P., Simorangkir, A., Sari, N. N. K., & Handrianus Pranatawijaya, V. (2024). INTEGRASI CHATBOT CUSTOM CHATGPT DENGAN CHATBASE DALAM MENINGKATKAN PENGALAMAN PENGGUNA DAN EFISIENSI LAYANAN DALAM WEBSITE E-COMMERCE. JATI (Jurnal Mahasiswa Teknik Informatika), 8(3), 3532–3536. https://doi.org/10.36040/jati.v8i3.9733
Surapati, U., Suharno, S., & Abidin, Z. (2020). THE EFFECT OF SERVICE QUALITY AND CUSTOMER TRUST ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY PT SURYA RAFI BERSAUDARA. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(03). https://doi.org/10.29040/ijebar.v4i03.1283
ZAID, S., & PATWAYATI, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Zamry, A. D., & Nayan, S. M. (2020). What Is the Relationship Between Trust and Customer Satisfaction? Journal of Undergraduate Social Science & Technology, 2(2), 1691–1705. https://doi.org/10.1108/JIMA-03-2019-0044
DOI: https://doi.org/10.46576/bn.v8i2.6747
Article Metrics
Abstract view : 0 timesPDF (Bahasa Indonesia) – 0 times
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Muhammad Sandi Winata
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Jurnal Bisnis Net Terindeks pada:
.gif)
Member Of:
BISNIS NET : JURNAL EKONOMI DAN BISNIS Published By :
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS DHARMAWANGSA
Alamat : Jl. K. L. Yos Sudarso No. 224 Medan
Kontak : Tel. 061 6635682 - 6613783 Fax. 061 6615190
Surat Elektronik : jurnal_bisnisnet@dharmawangsa.ac.id
Bisnis Net : Jurnal Ekonomi dan Bisnis By Universitas Dharmawangsa is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Based on a work at http://jurnal.dharmawangsa.ac.id/index.php/bisnet/index