The influence of service quality towards customer satisfaction at He Bo Ba Cemara Asri Medan

Limiago, Claudia (2021) The influence of service quality towards customer satisfaction at He Bo Ba Cemara Asri Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In recent years, particularly the food and beverage sector has been growing significantly. In attracting customers, food and beverage need to hold various promotion to support the sales of the beverage. Customer satisfaction is one of the solutions to making the customer repurchase. Service quality and customer satisfaction are linked, the greater the quality of service, the greater the satisfaction of the customers. The challenges of He Bo Ba Medan is to maintain, pays attention, and improve the quality of their services. This research will focus on the service quality using the dimension service quality that was triggered by Parasuraman, Zeithaml, and Berry namely reliability, responsiveness, assurance, empathy and tangibles and customer satisfaction by using indicators triggered by Hawkins and Lonney in Nuridin (2018) namely conformity of expectation, interest in visiting again and the willingness to recommend. This study uses quantitative research design and convenience sampling method. Data were collected from 88 of He Bo Ba Medan customers. There are descriptive statistics and 9 data quality testing that will be used in this research, which are validity, reliability, normality, correlation coefficient, correlation determination, linearity, regression line, heteroscedasticity, and hypothesis testing. The result of this study shows that service quality has an influence towards customer satisfaction at He Bo Ba Cemara Asri, Medan. This can be seen that the correlation test that is equal to 0.656 which indicates that both variables have a strong correlation. Therefore, the greater service provided by He Bo Ba Cemara Asri, Medan to the customers, the higher level of customer satisfaction. Meanwhile, two aspects that need to be improved are responsiveness and empathy./Dalam beberapa tahun terakhir, khususnya sektor makanan dan minuman telah berkembang pesat. Dalam menarik pelanggan, makanan dan minuman perlu mengadakan berbagai promosi untuk mendukung penjualan minuman. Kepuasan pelanggan adalah salah satu solusi agar pelanggan melakukan pembelian kembali. Kualitas layanan dan kepuasan pelanggan saling terkait, semakin besar kualitas layanan, semakin besar pula kepuasan pelanggan. Tantangan He Bo Ba Medan adalah menjaga, memperhatikan, dan meningkatkan kualitas layanannya. Penelitian ini akan fokus pada kualitas layanan dengan menggunakan dimensi kualitas layanan yang dipicu oleh Parasuraman, Zeithaml, dan Berry yaitu kehandalan, ketanggapan, jaminan, empati and bukti fisik (Tjiptono and Chandra, 2017) dan kepuasan pelanggan dengan menggunakan indikator yang dipicu oleh Hawkins dan Lonney dalam Nuridin (2018) yaitu kesesuaian harapan, tertarik berkunjung kembali dan kesediaan untuk merekomendasikan. Penelitian ini menggunakan desain penelitian kuantitatif dan metode kenyamanan sampel. Data dikumpulkan dari 88 pelanggan He Bo Ba Medan. Ada statistik deskriptif dan 9 pengujian kualitas data yang akan digunakan dalam penelitian ini yaitu validitas, reliabilitas, normalitas, koefisien korelasi, determinasi korelasi, linearitas, garis regresi, heteroskedastisitas, dan uji hipotesis. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh terhadap kepuasan konsumen di He Bo Ba Cemara Asri Medan. Hal ini dapat dilihat dari uji korelasi yaitu sebesar 0,656 yang menunjukkan bahwa kedua variabel memiliki korelasi yang kuat. Oleh karena itu, semakin besar pelayanan yang diberikan He Bo Ba Cemara Asri, Medan kepada pelanggan, maka semakin tinggi pula tingkat kepuasan pelanggan. Sedangkan dua aspek yang perlu ditingkatkan adalah daya tanggap dan empati.

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