The influence of cafe ambience, food quality, and service quality towards customer satisfaction in Kito Cafe Medan

Yaprianko, Kimberly (2021) The influence of cafe ambience, food quality, and service quality towards customer satisfaction in Kito Cafe Medan. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (406kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (306kB) | Preview
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (395kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)

Abstract

As people’s schedules become busier, eating outside is one way to boost the effectiveness and efficiency to make their hectic schedules lighter. With more individuals choose to dine out, numerous businesses have taken this as an advantage, causing the food and beverage industry to flourish in consequence creating highly competitive industry. As a result, in order to stay in the competitive marketplace, many businesses strive to ensure every customer has a positive dining experience. Kito Cafe Medan is one of the cafes that has started since 2016. The purpose of this research is to determine and analyze the relationship between ambience, food quality, and service quality towards customer satisfaction in Kito Cafe Medan. The research used a quantitative approach with non-probability technique and model of convenience sampling. Data collection in this study are done by distributing hard copy of the questionnaire papers and by online through google forms to 100 respondents dining in all outlets of Kito Café Medan. The data collected will then be analyzed with descriptive statistics, classic assumption test, and hypothesis testing namely coefficient of correlation, coefficient of determination, multiple linear regression, T-test, and F-test. The result indicates that ambience has a significant effect on customer satisfaction with coefficient correlation of 0.589, food quality has a significant effect on customer satisfaction with coefficient correlation of 0.733, and service quality shows a significant effect on customer satisfaction with coefficient correlation of 0.648. Ambience, food quality, and service quality do simultaneously influence customer satisfaction with F-test value of 48.578. / Seiring dengan padatnya jadwal orang, makan di luar adalah salah satu cara untuk meningkatkan keefektifan dan efisiensi agar jadwal mereka yang padat menjadi lebih ringan. Dengan semakin banyaknya orang yang memilih untuk makan di luar, banyak bisnis memanfaatkan hal ini dan menghasilkan industri makanan dan minuman semakin berkembang pesat sehingga menciptakan industri yang sangat kompetitif. Akibatnya, untuk tetap berasa di pasar yang kompetitif ini, banyak bisnis memastikan setiap pelanggan memiliki pengalaman bersantap yang positif. Kito Café Medan merupakan salah satu kafe yang berdiri sejak tahun 2016. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis hubungan suasana kafe, kualitas makanan, dan kualitas pelayanan terhadap kepuasan pelanggan di Kito Café Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik non�probability sampling dan model convenience sampling. Penggumpulan data dalam penelitian ini dilakukan dengan menyebarkan hard copy kertas kuesioner dan secara online melalui Google Form kepada 100 responden yang makan di seluruh gerai Kito Café Medan. Data yang terkumpul kemudian dianalisis dengan statistic deskriptif, uji asumsi klasik, dan pengujian hipotesis yaitu koefisien korelasi, koefisien determinasi, regresi linier berganda, uji-t, dan uji-f. Hasil penelitian menunjukan bahwa suasana berpengaruh signifikan terhadap kepuasan pelanggan dengan koefisien korelasi 0.589, kualitas makanan berpengaruh signifikan terhadap kepuasan pelanggan dengan koefisien korelasi 0.733, dan kualitas pelayanan juga berpengaruh signifikan terhadap kepuasan pelanggan dengan koefisien korelasi 0.648. Suasana, kualitas makanan, dan kualitas pelayanan berpengaruh secara simultan terhadap kepuasan pelanggan dengan nilai uji-f sebesar 48.578.

Actions (login required)

View Item