The effect of service quality towards customer satisfaction at Ministro cafe Medan

Cindy, Juwita (2020) The effect of service quality towards customer satisfaction at Ministro cafe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The decrease in customer satisfaction often occurs due to employee services that are less than maximum and not responsive in serving customers. Customer satisfaction that has not been in terms of employee services that are still not friendly with customers, other than that the speed of service is still considered unresponsive by some customers, orders are considered long enough for some menus, there are wrong order. The menu is considered non-standard (menu portions are not appropriate, sometimes menu portions are large, and sometimes also small). This causes a decrease in customer satisfaction. According to Atiyah (2017), “service quality significantly affects customer satisfaction and thus can affect the success of the organization.” The research types by the writer are descriptive research and causal study with sampling tehnicque using probability sampling and uses simple random sampling. Data analysis methods used in this research are descriptive statistic, validity test, reliability test, normality test, linearity test, heteroscedasticity test, coefficient of determination, multiple linear regression equation, and t-test. Regression test result Y = 10,433 + 0,711 X, determination test result 0,491 means that the 49,1% of service quality had influence to customer satisfaction. T-test result follows results partially obtained t count value of 9,718 with a significant value of 0,000. T count > t table or 9,718 > 1,984, and significance <0.05, Ha is accepted, meaning service quality has significant influence on customer satisfaction at Ministro Café Medan. Based on the findings, the recommendation for Ministro Café Medan, need to increase innovation in service support such as providing low prices for some menus, changing café designs that are more comfortable so that customers continue to visit and feel comfortable. With the support of services beyond satisfying service, then the customer will feel comfortable every time they visit the Ministro Café Medan. / Penurunan kepuasan pelanggan sering terjadi karena layanan karyawan yang kurang maksimal dan tidak responsif dalam melayani pelanggan. Kepuasan pelanggan yang belum dalam hal layanan karyawan yang masih belum bersahabat dengan pelanggan, selain itu kecepatan layanan masih dianggap tidak responsif oleh beberapa pelanggan, pesanan dianggap cukup lama untuk beberapa menu, ada pesanan yang salah. Menu dianggap non-standar (porsinya tidak sesuai, terkadang porsinya besar, dan terkadang juga kecil). Ini menyebabkan penurunan kepuasan pelanggan. Menurut Atiyah (2017), "kualitas layanan secara signifikan mempengaruhi kepuasan pelanggan dan dengan demikian dapat mempengaruhi keberhasilan organisasi." Jenis penelitian yang penulis lakukan adalah penelitian deskriptif dan studi kausal dengan teknik sampling menggunakan probability sampling dan menggunakan simple random sampling. Metode analisis data yang digunakan dalam penelitian ini adalah statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji linieritas, uji heteroskedastisitas, koefisien determinasi, persamaan regresi linier berganda, dan uji-t. Hasil uji regresi Y = 10,433 + 0,711 X, hasil uji determinasi 0,491 berarti bahwa 49,1% kualitas layanan memiliki pengaruh terhadap kepuasan pelanggan. Hasil uji-T mengikuti hasil yang diperoleh secara parsial nilai t hitung sebesar 9,718 dengan nilai signifikan 0,000. T hitung> t tabel atau 9,718> 1,984, dan signifikansi <0,05, Ha diterima, artinya kualitas layanan memiliki pengaruh signifikan terhadap kepuasan pelanggan di Ministro Café Medan. Berdasarkan temuan, rekomendasi untuk Ministro Café Medan, kebutuhan untuk meningkatkan inovasi dalam dukungan layanan seperti memberikan harga rendah untuk beberapa menu, mengubah desain kafe yang lebih nyaman sehingga pelanggan terus mengunjungi dan merasa nyaman. Dengan dukungan layanan di luar layanan yang memuaskan, maka pelanggan akan merasa nyaman setiap kali mereka mengunjungi Ministro Café Medan.

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