The influence of location for customer satisfaction at Kito Garden’s Restaurant

Febriany, Ivy (2021) The influence of location for customer satisfaction at Kito Garden’s Restaurant. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The Kito Garden Restaurant has a very interesting concept, the problem of customer satisfaction is always the main focus because the data on the number of Kito Garden Restaurant customers has decreased every year. The reason is that the location is not considered to be able to increase customer satisfaction. Location is a company activity that makes products available to target customers. Because choosing a strategic and comfortable location will be more profitable for the company. Location is a crucial factor affecting business success. Location flexibility is a measure of the extent to which a business is able to react to the economic situation around it. The more strategic the location of a company will be able to increase customer satisfaction. Due to time constraints, this study used an incidental sample. This is because the population to be studied at the Kito Garden Restaurant is 169 people so that the sample used is 119 people with the Slovin formula. The results of this study indicate that the validity, reliability, normality, heteroscedasticity and linearity tests have no problems. The results of the analysis with simple linear regression analysis show that location has an effect on customer satisfaction at Kito Garden Restaurant. Based on the research results, the suggestion that can be given is that Kito Garden Restaurant can create unique, cool and memorable food brochures that will attract many customers in order to increase customer satisfaction. Keywords: Location, Customer Satisfaction Reference: 23 (2016-2020) / Restoran Kito Garden sangat menarik konsepnya, tetapi permasalahan kepuasan pelanggan selalu menjadi fokus utama karena diperoleh gambaran data jumlah pelanggan Restoran Kito Garden yang menurun setiap tahunnya. Penyebabnya adalah Lokasi yang dianggap belum dapat meningkatkan kepuasan pelanggan. Lokasi adalah aktivitas perusahaan yang membuat produk tersedia untuk pelanggan target. Karena dengan memilih lokasi yang strategis dan juga nyaman akan lebih menguntungkan bagi perusahaan. Lokasi merupakan faktor krusial yang mempengaruhi kesuksesan bisnis. Fleksibilitas lokasi adalah ukuran sejauh mana bisnis mampu bereaksi terhadap situasi ekonomi di sekitarnya. Semakin strategis lokasi suatu perusahaan akan dapat meningkatkan kepuasan bagi pelanggan. Karena adanya keterbatasan waktu, maka penelitian ini menggunakan sampel insidental. Hal ini dikarenakan populasi yang akan diteliti di Restoran Kito Garden sebanyak 169 orang sehingga sampel yang digunakan sebanyak 119 orang dengan Rumus Slovin. Hasil penelitian ini menunjukkan uji validitas, reliabilitas, normalitas, heteroskedastisitas dan linearitas tidak memiliki masalah. Hasil analisis dengan analisis regresi linier sederhana menunjukkan lokasi berpengaruh terhadap kepuasan pelanggan pada Restoran Kito Garden. Berdasarkan hasil penelitian, saran yang dapat diberikan adalah Restoran Kito Garden dapat membuat brosur makanan yang unik, keren dan berkesan yang akan menarik banyak pelanggan agar dapat meningkatkan kepuasan pelanggan. Kata Kunci : Lokasi, Kepuasan Pelanggan Referensi : 23 (2015-2020)

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