The influence of price and service quality towards customer satisfaction at Amergency Cafe,Medan

Suwarno, Herman (2021) The influence of price and service quality towards customer satisfaction at Amergency Cafe,Medan. Bachelor thesis, Universitas pelita Harapan.

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Abstract

Currently, the food and drink industry has grown very rapidly, so the only industry that can survive is to have a competitive industry spirit. One of the keys that can be used as a reference in doing business is customer satisfaction for business success. price and quality of service can be factors that will get customer satisfaction Price and quality of service are considered to have a mutually impacting relationship with each other. Many companies pay less attention to or set a price and consider service quality to below, so many companies go bankrupt because of these two factors. This is because the price is not by the market segment and the quality of service provided is not by operational standards. This research uses descriptive and causal research with a quantitative approach. The sampling of data in this study was purposive sampling by collecting data by giving questionnaires to 96 customers of Amergency Cafe, Medan. The data that has been collected will then be analyzed using SPSS 25 software. The results of data analysis from the multiple regression method show that the price of the greatest influence with a beta coefficient that is not standardized is 0.351 and service quality is 0.121. The results of hypothesis testing in this study indicate that price and service quality have a significant simultaneous effect on customer satisfaction at Amergency cafe, Medan. The results of the data from the t-test method and the partial test show that the price is significant to customer satisfaction and service quality is also significant to customer satisfaction because the two independent variables have a significant value less than 0.05. This research suggests that in order to succeed in a competitive market, it is important to satisfy customers through providing price and nice service quality. /Saat ini, industri makan dan minum sudah sangat pesat , sehingga industri yang bisa bertahan hanya memiliki jiwa industri yang kompetitif . Salah satu kunci yang bisa menjadi acuan dalam berbisnis yaitu kepuasaan pelanggan untuk kesuksesaan bisnis. harga dan kualitas pelayanan bisa sebagai faktor yang akan mendapatkan kepuasaan pelanggan . Harga dan kualitas pelayanan dianggap memiliki hubungan yang saling berdampak satu sama lain. Banyak perusahaan yang kurang memperhatikan atau menetapkan sebuah harga dan menganggap kualitas pelayanan di pandang rendah, sehingga banyak perusahaan bangkruk di karenakan kedua faktor tersebut. Di karenakan harga yang tidak sesuai dengan segment pasar dan kualitas pelayanan yang di berikan tidak sesuai standart operasional. Penelitian ini menggunakan jenis penelitian deskriptif dan kausal dengan pendekatan kuantitatif. pengambilan data sample dalam penelitian ini adalah purposive sampling dengan mengumpulkan data lewat memberikan kuesioner kepada 96 pelanggan Amergency Cafe, Medan . Data yang telah di kumpulkan kemudian akan di analisis menggunakan perangkat lunak SPSS 25. Hasil data analisis dari metode regresi ganda menunjukkan bahwa harga pengaruh terbesar dengan beta koefisien yang tidak di standarkan sebesar 0,351 dan Kualitas pelayananan 0.121. Hasil dari uji hipotesis dalam penilitian ini menunjukkan bahwa Harga dan Kualitas Pelayanan berpengaruh signifikan simultan terhadap kepuasan pelanggan di Amergency cafe, Medan. Hasil data dari metode uji t dan uji parsial menunjukkan bahwa harga signifikan terhadap kepuasan pelanggan dan kualitas pelayanan juga signifikan terhadap kepuasan pelanggan, di karenakan kedua variable bebas memiliki nilai signifikan lebih kecil dari 0,05. Penelitian ini menunjukkan bahwa untuk berhasil dalam pasar yang kompetitif, penting untuk memuaskan pelanggan melalui harga dan kepuasan pelanggan dengan baik.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Suwarno, HermanNIM03013170090Hs70090@student.uph.edu
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSusanto, SusantoNIDN0122037801Susanto.chang@lecturer.uph.edu
Uncontrolled Keywords: price ; service quality ;customer satisfaction
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 16674 not found.
Date Deposited: 04 Mar 2022 05:55
Last Modified: 24 Mar 2022 02:34
URI: http://repository.uph.edu/id/eprint/46910

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