The influence of service quality, food quality, and restaurant atmosphere towards customer satisfaction at Coffee Loca Medan

Vanes, Vanes (2021) The influence of service quality, food quality, and restaurant atmosphere towards customer satisfaction at Coffee Loca Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The food and beverage industry is constantly developing, including the restaurant industry. Hence, it is important to give the best dining experience, including service quality, food quality, and restaurant atmosphere to gain competitive advantages, such as customer satisfaction. This research was conducted at Coffee Loca Medan. The objective of this research is to describe the implementation of service quality, food quality, and restaurant atmosphere at Coffee Loca Medan. This research also aims to identify the influence of service quality, food quality, and restaurant atmosphere toward customer satisfaction, both individually and simultaneously. This research was conducted using quantitative, descriptive, and causal approaches. The target population is customers of Coffee Loca Medan, and 97 people were sampled through convenience sampling. Data is collected by distributing questionnaires to customers of Coffee Loca Medan. The result of the T-test shows that T value of service quality, food quality, and restaurant atmosphere are 1.747, 3.453, and 4.601 consecutively. H2 and H3 are accepted, but H1 is rejected because Tvalue < Ttable (1.98). The result of the F-test is F value 71.065 > F table (2.70), therefore H4 is accepted. The coefficient of determination is 0.686, indicating that service quality, food quality, and restaurant atmosphere influence 68.6% toward customer satisfaction. The result of multiple regression analysis is Y=-1.012 + 0.196.X1 + 0.238.X2 + 0.165.X3. The findings of this research are service quality does not influence customer satisfaction, but food quality and restaurant atmosphere significantly influence customer satisfaction. Meanwhile, all the independent variables simultaneously influence customer satisfaction. / Industri Food and Beverage selalu berkembang, tidak terkecuali industri restoran. Oleh sebab itu, pengalaman yang berkesan melalui kualitas pelayanan, kualitas makanan, dan atmosfer restoran dapat menjadi keunggulan dalam bersaing dan memperoleh kepuasan pelanggan. Penelitian ini dilaksanakan di Coffee Loca Medan. Tujuan dari penelitian ini adalah untuk menjelaskan implementasi kualitas pelayanan, kualitas makanan, dan atmosfer restoran di Coffee Loca Medan. Penelitian ini juga bertujuan untuk menganalisa pengaruh kualitas pelayanan, kualitas makanan, dan atmosfer restoran terhadap kepuasan pelanggan, baik secara terpisah maupun secara bersamaan. Penelitian ini menggunakan metode kuantitatif, deskriptif, dan kausal. Populasinya adalah pelanggan Coffee Loca Medan dan sebanyak 97 orang diambil sebagai sampel penelitian melalui sampling kemudahan. Data diperoleh dengan membagikan kuesioner kepada pelanggan Coffee Loca Medan. Hasil dari uji T menunjukkan bahwa nilai T dari kualitas pelayanan, kualitas makanan, dan atmosfer restoran secara berurut adalah 1.747, 3.453, dan 4.601. H2 dan H3 diterima, sedangkan H1 ditolak karena nilai T < T tabel (1.98). Hasil dari uji F adalah nilai F 71.065 >F tabel (2.70), maka H4 diterima. Koefisien determinasi yang diperoleh adalah 0.686, berarti kualitas pelayanan, kualitas makanan, dan atmosfer restoran mempengaruhi kepuasan pelanggan sebanyak 68.6%. Persamaan regresi berganda yang diperoleh adalah Y=-1.012+0.196.X1+0.238.X2+0.165.X3. Temuan dari penelitian ini adalah kualitas pelayanan tidak mempengaruhi kepuasan pelanggan, namun kualitas makanan dan atmosfer restoran mempengaruhi kepuasan pelanggan. Selain itu, semua variabel bebas secara bersamaan mempengaruhi kepuasan pelanggan.

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