The influence of customer perceived value and customer satisfaction towards customer revisit intention at Good Day Kitchen

Christin, Felecia (2022) The influence of customer perceived value and customer satisfaction towards customer revisit intention at Good Day Kitchen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The research took place at Good Day Kitchen. The problem that underlies the research is declining in the number of visitors which may be caused by less value and less satisfaction felt by customers. Literature review related to customer perceived value, customer satisfaction and customer revisit intention are utilized in the research. The current research is a quantitative approach and used both types of data. Data are collected through various sources; interview, observation, questionnaire, previous research, customers’ reviews, etc. The number of samples of the present research is 66 samples, calculated with Green’s sample size formula for regression analysis and utilized convenience and snowball sampling method. Statistical analysis of respondents’ response that are measured with a 5 items Likert scale are performed with SPSS 25. Based on the result of hypotheses testing, alternate hypotheses are accepted as the computed r and f values falls above the value stated in the tables. Moreover, the results of multiple regression analysis for all variables equal to 0.694 which means 69.4% of customers revisit intention is explained by customer perceived value and customer satisfaction. Therefore, it can be concluded that customer perceived value and customer satisfaction influence customer revisit intention at Good Day Kitchen/Penelitian berlangsung di Good Day Kitchen. Masalah yang mendasari penelitian ini adalah penurunan jumlah pengunjung yang disebabkan oleh berkurangnya nilai dan kepuasan yang dirasakan oleh pelanggan. Tinjauan literatur terkait dengan nilai yang dirasakan pelanggan, kepuasan pelanggan dan niat pelanggan untuk berkunjung kembali digunakan dalam penelitian ini. Penelitian yang dilakukan saat ini adalah penelitian dengan pendekatan kuantitatif menggunakan dua jenis data. Data dikumpulkan melalui berbagai sumber; wawancara, observasi, kuesioner, penelitian sebelumnya, ulasan pelanggan, dll. Jumlah sampel penelitian ini adalah 66 sampel, dihitung dengan rumus ukuran sampel Green untuk analisis regresi dan menggunakan metode convenience dan snowball sampling. Analisis statistik tanggapan responden yang diukur dengan 5 item skala Likert dilakukan dengan SPSS 25. Berdasarkan hasil pengujian hipotesis, hipotesis alternatif diterima karena nilai r dan f yang dihitung berada di atas nilai yang tercantum dalam tabel. Sedangkan hasil analisis regresi berganda untuk semua variabel sebesar 0,694 yang berarti 69,4% niat pelanggan untuk berkunjung kembali dijelaskan oleh nilai yang dirasakan pelanggan dan kepuasan pelanggan. Oleh karena itu, dapat disimpulkan bahwa nilai yang dirasakan pelanggan dan kepuasan pelanggan mempengaruhi niat pelanggan untuk berkunjung kembali di Good Day Kitchen.

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