The influence of service quality towards customer loyalty at Hidden Place Cafe Medan

Nasution, Muhammad Firnanda Kalifandi (2021) The influence of service quality towards customer loyalty at Hidden Place Cafe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the current era of globalization, every company must have an advantage in competing with increasingly fierce business competition conditions. One of the important aspects for companies to gain excellence in the competitive world of business is Service Quality. This research was conducted at Hidden Place Café Medan. Service quality is known as the main factor causing customer loyalty to occur. Service Quality is all types of activities carried out by a company in order to meet consumer expectations The research design used in this research is descriptive quantitative research, in which the data is presented in numeric and descriptive forms. The aim of descriptive research is to determine the relationship between one (independent) variable and other variables (dependent). To get the data, the sampling technique in this research is convenience sampling and questionnaire as an instrument with Likert scale of five choices and distributed to 65 customers of Hidden Place Café. After conducting and analyzing the results, it can be concluded that customer loyalty is influenced by service quality. The findings indicate that service quality has a 94.8 percent effect on customer loyalty, with the remaining 5.2 percent attributed to a factor not addressed in this research. Recommendations for Hidden Place Café that it’s necessary to evaluate the employee’s performance especially in the service department so that the service quality can be carried out optimally./ Di zaman globalisasi sekarang ini, setiap perusahaan harus memiliki keunggulan dalam melakukan persaingan dengan kondisi kompetisi bisnis yang semakin ketat. Salah satu aspek yang penting untuk perusahaan mendapatkan keunggualn dalam dunia kompetitif bisnis adalah kualitas pelayanan. Penelitian ini dilakukan di Hidden Place Café Medan. Kualitas pelayanan diketahui sebagai faktor utama penyebab loyalitas pelanggan bisa terjadi. Kualitas Pelayanan adalah segala jenis kegiatan yang dilakukan oleh suatu perusahaan demi memenuhi harapan konsumen. Desain penelitian yang digunakan didalam penelitian ini adalah penelitian deskriptif kuantitatif, dimana peneliti menampilkan data dalam bentuk berupa numerik dan juga deskriptif. Metode penelitian deskriptif dilakukan untuk melihat hubungan antara satu variable (independent) dengan variable lainnya (dependen). Untuk mendapatkan data, Teknik yang digunakan adalah sampling kebetulan menggunakan instrument kuesioner dengan skala likert lima pilihan dan disebarkan kepada 65 pelanggan Hidden Place Café. Setelah melakukan pengumpulan dan pengolahan data, dapat disumpulkan bahwa kualitas pelayanan memiliki pengaruh terhadap loyalitas pelanggan. Hasil menunjukkan bahwa pengaruh kualitas pelayan berdampak sebesar 94,8% terhadap loyalitas pelanggan, dan sisa 5,2% mungkin adalah factor lain yang tidak dibahas didalam penelitian ini. Rekomendasi untuk Hidden Place Café agar perlu dilakukan evaluasi terhadap para karyawan yang bekerja di bagian pelayanan agar kualitas pelayanan dapat terlaksanakan dengan maksimal.

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