"[Penurunan penjualan secara global pada tahun ini oleh McDonald?s selaku
salah satu pemimpin pasar dalam industri restoran cepat saji, serta adanya prediksi
bahwa jumlah gerai restoran cepat saji di Indonesia akan terus meningkat hingga
9.100 gerai di tahun 2017, mengindikasikan bahwa kompetisi dalam industri
restoran cepat saji kian memanas. Sekarang, kepuasan bukanlah satu-satunya
parameter untuk mengukur kesetiaan seorang konsumen terhadap sebuah restoran
cepat saji. Adalah kejenuhan konsumen, suatu faktor penting yang sampai saat ini
belum mendapatkan banyak perhatian dari restoran cepat saji yang ada.
Kejenuhan konsumen ini lah yang nantinya akan mendorong seorang konsumen
untuk mencari alternatif lain dan berpindah dari suatu merek tertentu. Penelitian
ini bertujuan untuk menganalisis pengaruh frekuensi kunjungan, tingkat stimulasi
optimal, dan kontrol diri terhadap tingkat kejenuhan konsumen pada restoran
cepat saji. Sampel penelitian ini adalah orang-orang yang berkunjung ke sebuah
restoran cepat saji yang sama dalam periode waktu dua dan enam minggu. Data
diolah dengan metode Uji Chow dan Uji ANOVA Satu Arah. Hasil penelitian
menunjukkan bahwa frekuensi kunjungan tidak berpengaruh secara positif
terhadap tingkat kejenuhan konsumen, begitu juga dengan periode kunjungan.
Selain itu, hasil penelitian juga menunjukkan bahwa semakin tinggi tingkat
stimulasi optimal dan kontrol diri seseorang, maka akan semakin jenuh pula ia
terhadap suatu restoran cepat saji.;The decrease of global sales value which was faced by McDonald?s as one
of the market leaders in fast food restaurant industry, and the prediction that fast
food outlets will keep growing to 9.100 outlets in 2017, indicates that competition
in fast food restaurants industry have become tougher than before. Nowadays,
satisfaction is not merely the measurement for consumer brand loyalty towards a
fast food restaurant. Consumer satiation is an important factor that hasn?t got
sufficient attention from the existing fast food restaurants. Consumer satiation is a
factor that would lure a consumer to seek for alternatives, and switch to another
brand. This research intends to analyze the effect of frequency of visit, optimal
stimulation level, and self control towards consumer satiation level in fast food
restaurants. The research sample includes people who visited the same fast food
restaurant in either two weeks or six weeks. The data is processed with Chow Test
method and One-Way ANOVA method. The result shows that frequency of visit
doesn?t have a positive effect towards consumer satiation level, nor period of
visit. Further, the result also shows that the higher optimal stimulation level and
self control an individual has, the higher consumer satiation s/he experiences., The decrease of global sales value which was faced by McDonald’s as one
of the market leaders in fast food restaurant industry, and the prediction that fast
food outlets will keep growing to 9.100 outlets in 2017, indicates that competition
in fast food restaurants industry have become tougher than before. Nowadays,
satisfaction is not merely the measurement for consumer brand loyalty towards a
fast food restaurant. Consumer satiation is an important factor that hasn’t got
sufficient attention from the existing fast food restaurants. Consumer satiation is a
factor that would lure a consumer to seek for alternatives, and switch to another
brand. This research intends to analyze the effect of frequency of visit, optimal
stimulation level, and self control towards consumer satiation level in fast food
restaurants. The research sample includes people who visited the same fast food
restaurant in either two weeks or six weeks. The data is processed with Chow Test
method and One-Way ANOVA method. The result shows that frequency of visit
doesn’t have a positive effect towards consumer satiation level, nor period of
visit. Further, the result also shows that the higher optimal stimulation level and
self control an individual has, the higher consumer satiation s/he experiences.]"
