The influence of food quality and price towards customer satisfaction at Shen Yan Vegetarian Medan

Tannavi, Chelsea (2021) The influence of food quality and price towards customer satisfaction at Shen Yan Vegetarian Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Today, the competition among restaurants is getting more intense as the numbers of restaurants keep growing in town. Shen Yan Vegetarian Medan has got 4.5 out of 5 as their overall rating but some customers complained about the food quality and price. As stated by Margareta and Edwin (2012) in (Amalia, 2018), food quality plays an important role in achieving customer satisfaction. Price has a major role behind satisfaction (Wantara and Tambrin, 2019). This study is done to determine whether food quality and price have an influence on customer satisfaction at this restaurant. The quantitative research method was applied in this study. As the population is unknown, non-probability sampling method and convenience sampling technique were applied in this study. The sample size for this study is 96 customers of Shen Yan Vegetarian Medan. According to the research findings, food quality variable has a value of tcount (8.497), and the price variable has a value of tcount (4.970), both of which are more than ttable (1.985) with a significance value of 0.000 less than 0.05. Fcount (52.781) is bigger than Ftable (3.09), with a significance value of 0.000, which is less than 0.05, for the food quality and price variable. As a result, food quality and price have partially significant influence the customer satisfaction. Food quality and price also have simultaneous influence on customer satisfaction. The calculated R Square value of 0.532 indicates that the food quality and price variables can explain 53,2% of the customer satisfaction variable./Saat ini persaingan antar restoran semakin ketat seiring dengan bertambahnya jumlah restoran di kota ini. Shen Yan Vegetarian Medan mendapat 4,5 dari 5 sebagai penilaian keseluruhan mereka tetapi beberapa pelanggan mengeluh tentang kualitas dan harga makanannya. Seperti yang dikemukakan oleh Margareta dan Edwin (2012) dalam (Amalia, 2018), kualitas makanan memegang peranan penting dalam mencapai kepuasan pelanggan. Harga memiliki peran utama di balik kepuasan (Wantara dan Tambrin, 2019). Penelitian ini dilakukan untuk mengetahui apakah kualitas makanan dan harga berpengaruh terhadap kepuasan pelanggan di Shen Yan Vegetarian Medan. Metode penelitian kuantitatif diterapkan dalam penelitian ini. Karena populasinya tidak diketahui, metode non-probability sampling dan teknik convenience sampling diterapkan dalam penelitian ini. Besar sampel untuk penelitian ini adalah 96 pelanggan Shen Yan Vegetarian Medan. Berdasarkan hasil penelitian, variabel kualitas makanan memiliki nilai t- hitung (8,497), dan variabel harga memiliki nilai t-hitung (4,970), keduanya lebih besar dari t-tabel (1,985) dengan nilai signifikansi 0,000 kurang dari 0,05. . F- hitung (52,781) lebih besar dari F-tabel (3,09), dengan nilai signifikansi 0,000 yang lebih kecil dari 0,05 untuk variabel kualitas makanan dan harga. Hasil penelitian ini menyatakan bahwa kualitas makanan dan harga secara parsial berpengaruh signifikan terhadap kepuasan pelanggan. Kualitas dan harga makanan juga memiliki pengaruh simultan terhadap kepuasan pelanggan. Nilai R Square hitung sebesar 0,532 menunjukkan bahwa variabel kualitas makanan dan harga dapat menjelaskan 53,2% variabel kepuasan pelanggan.

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