The influence of service quality towards customer satisfaction in Ray Coffee Shop, Tebing Tinggi

Emelia, Alice (2021) The influence of service quality towards customer satisfaction in Ray Coffee Shop, Tebing Tinggi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Service quality is an attitude that is formed from the overall evaluation of the company’s long-term performance while customer satisfaction is the response shown by consumers to service or performance (results) received, then consumers will compare the performance (results) with the expectations they want. The purpose of this research is to define the influence of service quality towards customer satisfaction in Ray Coffee Shop, Tebing Tinggi. There are two variables in this research, which service quality as the independent variable and customer satisfaction as the dependent variable. This research is done by using quantitative research design. The writer used descriptive and causal research. In this research, the data collection method was using questionnaire and literature review. The sample of this research is 97 customers of Ray Coffee Shop Tebing Tinggi which was taken by using accidental sampling technique. Data analysis in this research used validity test, reliability test, normality test, heteroscedasticity test, linearity test, and regression analysis. According to the hypothesis test, the value of z-test is 6.163 bigger than the Ztable (6.163 > 1.96) shows that service quality has a significant effect towards customer satisfaction in Ray Coffee Shop Tebing Tinggi. Moreover, 39.6% of customer satisfaction in Ray Coffee Shop is affected by service quality. The recommendation for Ray Coffee Shop is to motivate and encourage employees to do better in providing and giving service to customers in order to increase the customer satisfaction./Kualitas pelayanan adalah suatu sikap yang terbentuk dari evaluasi keseluruhan kinerja perusahaan dalam jangka panjang sedangkan kepuasan konsumen adalah tanggapan yang ditunjukkan oleh konsumen terhadap pelayanan atau kinerja (hasil) yang diterima, kemudian membandingkan kinerja (hasil) dengan harapan yang mereka inginkan. Tujuan dari penelitan ini adalah untuk mengetahui pengaruh kualitas pelayanan terhadap kepuasan pelanggan di Ray Coffee Shop Tebing Tinggi. Variabel dalam penelitian ini ada dua yaitu kualitas pelayanan sebagai variabel bebas dan kepuasan pelanggan sebagai variabel terikat. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif. Penulis menggunakan penelitian deskriptif dan kausal. Dalam penelitian ini, metode pengumpulan data menggunakan kuesioner dan studi pustaka. Sampel dalam penelitian ini adalah 97 pelanggan Ray Coffee Shop Tebing Tinggi yang diambil dengan menggunakan teknik accidental sampling. Analisis data dalam penelitian uji validitas, uji reliabilitas, uji normalitas, uji heteroskedatisitas, uji linieritas, dan analisis regresi. Berdasarkan uji hipotesis diperoleh nilai z-test 6.163 lebih besar dari Ztabel (6.163 > 1.96) menunjukkan bahwa kualitas pelayanan berpengaruh signifikan terhadap kepuasan konsumen di Ray Coffee Shop Tebing Tinggi. Selain itu, 39,6% kepuasan pelanggan di Ray Coffee Shop Tebing Tinggi dipengaruhi oleh kualitas layanan. Rekomendasi Ray Coffee Shop Tebing Tinggi adalah memotivasi dan mendorong karyawan untuk lebih baik lagi dalam menyediakan dan memberikan pelayanan kepada pelanggan untuk meningkatkan kepuasan pelanggan.

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