The influence of cafe atmosphere towards customer satisfaction at Bistronomix Cafe Medan

Windy, Windy (2021) The influence of cafe atmosphere towards customer satisfaction at Bistronomix Cafe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

When discussing Bistronomix Cafe, unfortunately, things are not going smoothly because of the declining number of customers in 2020. The number of customers tends to decrease from month to month during 2020, though there is a pullback increase in August. This phenomenon can affect the revenue of Bistronomix Cafe. One effort that must be made Bistronomix Cafe to increase the number of consumers who come is by creating a good store atmosphere to retain existing customers and attract new customers. The objective of this research is to discover whether cafe atmosphere has influence towards customer satisfaction at Bistronomix Cafe Medan. As long as the given performance is still within the tolerance zone, the customer will feel satisfied, which means everything is on appropriate service standard. Customers who are satisfied with their purchases are more likely to return, stay faithful, and share a favorable word of mouth. This research was conducted by using quantitative method. The data analysis methods are descriptive statistics, validity test, reliability test, normality test, determination test, analysis of linear regression equation, and T-test. Based on simple random sampling method, the number of samples used in this research is 79 people. Based on the result of hypothesis test by using T-Test, Café atmosphere has influence towards customer satisfaction at Bistronomix Café Medan. Based on determination test, it shows that Cafe Atmosphere (X) influences Customer Satisfaction (Y) by 55.6%. Based on the conclusion, it is recommended for the company to give more attention in order to provide the best café atmosphere. This condition can be increased in the future by provide interesting and comfortable wallpaper designs and wall accessories in the cafe room./Membahas tentang kondisi di Bistronomix Café, ada hal yang tidak berjalan dengan lancar dikarenakan penurunan jumlah pelanggan pada tahun 2020. Jumlah pelanggan cenderung turun pada tahun 2020 setiap bulannya, meskipun ada peningkatan pada bulan Agustus. Kondisi ini tentu saja berpengaruh terhadap pendapatan Bistronomix Café. Salah satu upaya yang dilakukan untuk meningkatkan jumlah pelanggan yang datang adalah dengan menciptakan kondisi atmosfer kafe yang baik untuk pelanggan yang ada dan menarik pelanggan baru. Tujuan penelitian ini adalah untuk mengetahui jika atmosfer kafe berpengaruh terhadap kepuasan pelanggan di Bistronomix Café Medan. Pelanggan akan puas sepanjang pelayanan yang diberikan berada pada zona yang dapat ditoleransi, yaitu pada batas pelayanan yang tepat. Ketika pelayanan yang diberikan mencapai atau melebihi harapan, pelanggan akan merasa senang. Pelanggan yang senang cenderung akan melakukan pembelian ulang, lebih loyal, dan memberikan komentar yang positif. Penelitian ini dilakukan dengan metode kuantitatif. Metode analisis data yang digunakan adalah statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji determinasi, analisis persamaan regresi linear, dan uji T. Berdasarkan metode simple random sampling, jumlah sampel yang digunakan adalah 79 orang. Berdasarkan hasil uji hipotesis dengan uji T, atmosfer kafe memiliki pengaruh terhadap kepuasan pelanggan di Bistronomix Café Medan. Berdasarkan hasil uji determinasi, diketahui bahwa atmosfer kafe (X) berpengaruh terhadap kepuasan pelanggan (Y) sebesar 55.6%. Berdasarkan kesimpulan, perusahaan disarankan untuk memberikan perhatian lebih dalam rangka menyediakan atmosfer kafe yang terbaik. Kondisi ini dapat ditingkatkan lagi dengan memberikan desain wallpaper dan aksesoris dinding yang menarik dan nyaman di ruang kafe.

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