The influence of service quality towards customer satisfaction at Nasi Tempong Indra Medan

Putri, Jugy Anaissia (2021) The influence of service quality towards customer satisfaction at Nasi Tempong Indra Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In this era, a lot of businesses prioritized customer satisfaction to attract interest, consumer purchase intention and loyalty. Since there are a lot of new business competitors, customer will tend to choose better service quality that provided. The purpose of this study is to empirically examine the relationship between service quality and customer satisfaction at Nasi Tempong Indra Medan branch. The present study aims to measure the service quality towards customer satisfaction and has been applied to examine the five indicators of service quality, which are tangibles, reliability, responsiveness, assurance and empathy towards the customer satisfaction. In this research, the method used by the writer is a quantitative analysis research to study the relationship between two variables. The type of data used in this study are primary data and secondary data. The data is collected through distributing online questionnaires and interviews with adaptation of purposive or judgement sampling, which is investigated with linear regression, coefficient determination and hypothesis testing to analyze the influence of service quality in determining customer satisfaction at Nasi Tempong Indra Medan branch. The research has concluded that service quality portrays strength of 79.2% in determining customer satisfaction through coefficient of determination test and the remaining 20.8% is influenced by other factors as example from price, product quality, and so on, and also can be seen from the t count is greater than t table and the significant value is smaller than 0.05, which means Ha is accepted and H0 is rejected. And justify the existence of service quality influence towards customer satisfaction in Nasi Tempong Indra Medan branch. In conclusion, the writer recommends Nasi Tempong Indra Medan branch to improve the performance to achieve better result as this will increase the competitive advantage in the market. In addition, it is recommended to hire more staff in order to improve the service delivery and provide training experience for the employees to increasing the perform of the services in the future yet to educate the employees how to improve better services./ Pada era sekarang, banyak bisnis yang mendahulukan kepuasan pelanggan untuk menarik minat, niat beli konsumen dan loyalitas pelanggan. Dikarenakan banyaknya pesaing bisnis baru, pelanggan cenderung akan memilih kualitas pelayanan yang lebih baik. Tujuan dari penelitian ini adalah untuk menguji secara empiris hubungan antara kualitas pelayanan dan kepuasan konsumen di Nasi Tempong Indra cabang Medan. Penelitian ini bertujuan untuk mengukur kualitas pelayanan terhadap kepuasan pelanggan dan telah diterapkan untuk menguji lima indikator kualitas pelayanan, yaitu bukti langsung (tangible), kehandalan (reliability), ketanggapan (responsiveness), jaminan (assurance) dan empati (empathy) terhadap kepuasan pelanggan. Dalam penelitian ini, metode yang digunakan penulis adalah penelitian analisis kuantitatif untuk mempelajari hubungan antara kedua variabel. Jenis data yang digunakan dalam penelitian ini ada data primer dan data sekunder. Pengumpulan data dilakukan melalui penyebaran kuesiner online dan juga wawancara dengan metode convenience sampling dan akan diproses dengan statistic regresi linear, koefisien determinasi dan pengujian hipotensi untuk menganalisa pengaruh kualitas pelayanan dalam menentukan kepuasan pelanggan di Nasi Tempong Indra cabang Medan Penelitian ini menyimpulkan bahwa kualitas pelayanan memiliki 79.2% dalam mempengaruhi kepuasan pelanggan melalui uji koefisien determinasi dan 20.8% dipengaruhi oleh factor lain, seperti dari segi harga, kualitas produk dan lainnya, dan juga dapat dilihat dari t hitung lebih besar dari t table dan nilai signifikansi lebih kecil dari 0.05, yang berarti Ha diterima dan Ho ditolak. Sehingga menjustifikasi adanya pengaruh kehadiran kualitas pelayanan terhadap kepuasan pelanggan di Nasi Tempong Indra cabang Medan. Dalam kesimpulan, penulis merekomendasikan Nasi Tempong Indra cabang Medan untuk tetap meningkatkan performa untuk mencapai hasil yang lebih baik, dimana hal tersebut dapat meningkatkan keuntungan dalam pasar. Dan juga merekomendasikan untuk menambahkan beberapa karyawan untuk meningkatkan layanan dan juga menyediakan pengalaman pelatihan kepada karyawan untuk meningkatkan performa servis untuk kedepannya dan juga untuk mengedukasi karyawan cara meningkatkan servis yang lebih baik.

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