The influence of service quality towards customer loyalty at Opal Coffee T. Amir Hamzah Medan

Natasya, Thalia (2020) The influence of service quality towards customer loyalty at Opal Coffee T. Amir Hamzah Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Food and beverage is a business that is getting more and more attention as a business idea. New restaurants, cafes, and coffee shops are showing up to provide their best products, services, unique concepts, and ambiences. These make the business enters a competitive stage, where they need to sustain. One of the key successes is to have loyal customers because when they have other options, they will still choose their favorite one. Based on Google review, there were still some unsatisfied customers who wrote negative comments about the service. Several comments like unsatisfied with the food serving time and the services could still be found. The purpose of this research is to reveal whether there is an influence between service quality towards customer loyalty at Opal Coffee T. Amir Hamzah Medan. This research uses a quantitative research design with convenience sampling method and calculates using SPSS 25 application. The data analysis method used in this research includes validity test, reliability test, normality test, linearity test, simple linear regression test, heteroscedasticity test, coefficient of determination test, and hypothesis test. The result from coefficient determination test shows that there is 9.7% relationship between Service Quality and Customer Loyalty at Opal Coffee T. Amir Hamzah Medan. Besides that, based on T-test result, which the tcount is 2.499 and the ttable is 1.672, proves that there is an influence between Service Quality and Customer Loyalty at Opal Coffee T. Amir Hamzah Medan./ Food and Beverage adalah bisnis yang semakin mendapat perhatian untuk dijadikan sebagai ide bisnis. Berbagai restoran, kafe, dan coffee shops (kedai kopi) baru hadir dengan produk, pelayanan, konsep unik dan suasana terbaik mereka. Ini membuat bisnis tersebut menjadi kompetitif, dimana mereka perlu bertahan. Salah satu faktor kesuksesan adalah dengan mempunyai pelanggan setia. Berdasarkan ulasan google, masih ada beberapa pelanggan yang tidak puas dan menulis komentar negatif tentang pelayanan. Beberapa komentar seperti tidak puas dengan waktu penyajian makanan, dan pelayanan masih dapat ditemukan. Tujuan penelitian ini adalah untuk mengungkapkan apakah ada pengaruh antara kualitas layanan terhadap loyalitas tamu di Opal Coffee T. Amir Hamzah Medan. Opal Coffee T. Amir Hamzah Medan adalah sebuah kafe dan resto yang menyediakan makanan dan minuman untuk pelanggan mereka. Sebelum membuka kafe, Opal Coffee bergerak di bidang pemasok biji kopi hingga sekarang yang menjadikan produk kopi mereka terkenal di kalangan pelanggan. Penelitian ini menggunakan desain penelitian kuantitatif dengan metode convenience sampling dan dihitung menggunakan aplikasi SPSS 25. Metode analisis data yang digunakan dalam penelitian ini meliputi uji validitas, reliabilitas, normalitas, linearitas, regresi linear sederhana, heteroskedastisitas, koefisien determinasi, dan hipotesis. Hasil dari uji koefisien determinasi menunjukkan bahwa ada hubungan sebesar 9.7% antara kualitas pelayanan dan loyalitas pelanggan di Opal Coffee T. Amir Hamzah Medan. Selain itu, berdasarkan hasil uji T, yaitu thitung 2,499 dan ttabel 1,672 membuktikan bahwa ada pengaruh antara kualitas layanan dan loyalitas pelanggan di Opal Coffee T. Amir Hamzah Medan.

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