Analisis kualitas pelayanan, kualitas produk, dan harga terhadap kepuasan pelanggan pada Makecents Coffee Space Medan

Lubis, Adelia Fanni (2021) Analisis kualitas pelayanan, kualitas produk, dan harga terhadap kepuasan pelanggan pada Makecents Coffee Space Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Makecents Coffee Space merupakan salah satu coffee shop yang berada di Kota Medan. Menjadi tempat berkumpulnya anak-anak muda dengan konsep tempat yang estetika dan memberikan kesan yang nyaman buat para konsumennya dalam menikmati kopi. Makecents Coffee Space menonjolkan kopinya dengan lebih transparasi kepada konsumen dalam pembuatan untuk menunju speciality coffee tetapi tidak mengabaikan pelayanan kepada konsumen. Pada penelitian ini menggunakan teori-teori tentang kualitas pelayanan, kualitas produk, harga, dan kepuasan pelanggan yang bertujuan untuk menganalisis kualitas pelayanan, kualitas produk, dan harga terhadap kepuasan pelanggan pada Makecents Coffee Space. Medote penelitian ini menggunakan kuantitatif dan deskriptif menggunakan alat pengumpulan data koesioner melalui scan barcode atau masuk ke-link Google-Form dengan teknik convenience sampling kepada pelanggan Makecents Coffee Space Berdasarkan hasil penelitian, uji koefisien determinasi menunjukan sebesar 70,7% kepuasan pelanggan dipengaruhi oleh kualitas pelayanan, kualitas produk, dan harga. Hasil analisis yang dapat disimpulkan: (1) kualitas pelayanan memiliki pengaruh secara pasial terhadap variabel kepuasan pelanggan pada Makecents Coffee Space Medan. (2) kualitas produk tidak memiliki pengaruh secara parsial terhadap variabel kepuasan pelanggan pada Makecents Coffee Space Medan. (3) harga memiliki pengaruh secara parsial terhadap variabel kepuasan pelanggan pada Makecents Coffee Space Medan. (4) Kualitas pelayanan, kualitas produk, dan harga secara simultan memiliki pengaruh terhadap kepuasan pelanggan pada Makecents Coffee Space Medan. Berdasarkan dari hasil penelitian ada pun rekomendasi yaitu untuk pegawai dapat berpenampilan rapi dan responsif, lebih berinovasi lagi pada produk, mempertahankan cita rasa, mempertimbangkan harga yang telah ditetapkan dan menjaga tingkat kepuasan pelanggan.//Makecents Coffee Space is one of the coffee shops in Medan City. Becoming a gathering place for young people with an aesthetic concept and giving a comfortable impression for consumers to enjoy coffee. Makecents Coffee Space highlights its coffee by being more transparent to consumers in making it a specialty coffee but not neglecting customer service. This study uses theories about service quality, product quality, price, and customer satisfaction which aims to analyze service quality, product quality, and price on customer satisfaction at Makecents Coffee Space. This research method uses quantitative and descriptive using a questionnaire data collection tool through barcode scanning or entering the Google-Form link with convenience sampling technique to Makecents Coffee Space customers. Based on the research results, the coefficient of determination test shows that 70.7% of customer satisfaction is influenced by service quality, product quality, and price. The results of the analysis can be concluded: (1) service quality has a passive influence on customer satisfaction variables at Makecents Coffee Space Medan. (2) product quality has no partial effect on customer satisfaction variables at Makecents Coffee Space Medan. (3) the price has a partial effect on the customer satisfaction variable at Makecents Coffee Space Medan. (4) Service quality, product quality, and price simultaneously have an influence on customer satisfaction at Makecents Coffee Space Medan. Based on the results of the study, there are also recommendations is for employees to be able to look neat and responsive, to innovate more on products, maintain taste, consider prices that have been set and maintain customer satisfaction levels.

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