The influence of service quality, price and customer satisfaction towards customer loyalty at Semanggi Fusion, Medan

Tanesa, Amanda (2021) The influence of service quality, price and customer satisfaction towards customer loyalty at Semanggi Fusion, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Food and Beverage industry in Indonesia is rapidly expanding. In Indonesia, restaurant, fast-food restaurant, cafe, bars and food stand becomes the main impetus of culinary business growth and customer loyalty is the key strategies for a restaurant and café to survive because it will link to the restaurant and café sales. By giving good service, suitable price and high customer satisfaction will leads to increase in customer loyalty. Semanggi Fusion Medan continues to improve customer loyalty by updating the variants of the menu but this does not help increase the customer loyalty, as supported by a preliminary interview with the Semanggi Fusion Medan front liner supervisor, who stated that Semanggi Fusion Medan is lacking of customer loyalty. This research implements quantitative method to find the relationship between service quality, price and customer satisfaction on customer loyalty by using purposive sampling and conducting interviews, library and online research, observations and distributing questionnaires to 97 respondents. The research conducted multiple regression analysis, correlation, t test and F test. The author found the result that service quality and significantly influence customer loyalty but price not significantly influence customer loyalty while service quality, price and customer satisfaction simultaneously influence customer loyalty at Semanggi Fusion Medan./Industri makanan dan minuman di Indonesia berkembang pesat. Di Indonesia, restoran, restoran cepat saji, kafe, bar dan stand makanan menjadi pendorong utama pertumbuhan bisnis kuliner dan loyalitas pelanggan merupakan strategi utama bagi sebuah restoran dan kafe untuk bertahan karena akan berhubungan dengan total penjualan restoran dan kafe tersebut. Dengan memberikan pelayanan yang baik, harga yang sesuai dan kepuasan pelanggan yang tinggi akan mengarah pada meningkatnya loyalitas pelanggan. Semanggi Fusion Medan terus meningkatkan loyalitas pelanggan dengan memperbarui varian menu namun hal tersebut tidak membantu meningkatkan loyalitas pelanggan, hal ini didukung dengan wawancara pendahuluan dengan front liner supervisor Semanggi Fusion Medan yang menyatakan bahwa Semanggi Fusion Medan kekurangan loyalitas pelanggan. Penelitian ini menggunakan metode kuantitatif untuk mengetahui hubungan antara kualitas pelayanan, harga dan kepuasan pelanggan terhadap loyalitas pelanggan dengan menggunakan purposive sampling dan melakukan wawancara, studi pustaka dan online, observasi dan penyebaran kuesioner kepada 97 responden. Penelitian ini dilakukan dengan analisis regresi berganda, korelasi, uji t dan uji F. Penulis menemukan hasil bahwa kualitas pelayanan dan kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan tetapi harga tidak berpengaruh signifikan terhadap loyalitas pelanggan sedangkan kualitas layanan, harga dan kepuasan pelanggan secara simultan berpengaruh terhadap loyalitas pelanggan di Semanggi Fusion Medan.

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