The effect of service quality,food quality and perceived value towards behavioral intention through customer satisfaction at Glory Coffe Medan

Tiomualana, Gilbert (2021) The effect of service quality,food quality and perceived value towards behavioral intention through customer satisfaction at Glory Coffe Medan. Bachelor thesis, Universita Pelita Harapan.

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Abstract

The growth of the culinary business in Indonesia is currently experiencing rapid progress; this growth is marked by the many new innovations of each of these culinary products. High competition in the end raises the problem that is often faced by restaurants, namely the restaurants has not been able to provide maximum satisfaction that is really expected by consumers. There are many ways that can be achieved by companies to increase customer satisfaction. Coupled with the current situation, where we are hit by COVID-19, all income will decrease. Glory Coffee Medan is keen to know how to face this situation and compete with other competitor. The purpose of this study was to determine the analysis of Service Quality, Food Quality and Perceived Value towards Behavioral Intention through Customer Satisfaction at Customer Glory Coffee Medan This study is causal research. The method used is quantitative methods of processing the data using Structural Equation Model (SEM) with AMOS. Data was taken by distributing questionnaires to 155 respondents with the characteristics of male and female respondents aged 18-60 years, have visit Glory Coffee Medan once in the last 2 years, about their profession, education and residence. The results of this research shows that Service Quality has no significant affect to Customer Satisfaction with the regression coefficient value 0.183, Food Quality has no significant affect to Customer Satisfaction with the regression coefficient value 0.077, Perceived Value has significant affect on Customer Satisfaction with the regression value 0.720 and Behavioral Intention has significant with Customer Satisfaction with regression coefficient value is 0.909. Pertumbuhan bisnis kuliner di Indonesia saat ini mengalami kemajuan yang pesat, pertumbuhan ini ditandai dengan banyaknya inovasi baru dari masing-masing produk kuliner tersebut. Persaingan yang tinggi pada akhirnya menimbulkan masalah yang sering dihadapi oleh restoran yaitu restoran belum mampu memberikan kepuasan maksimal yang benar-benar diharapkan oleh konsumen. Banyak cara yang dapat dilakukan oleh perusahaan untuk meningkatkan kepuasan pelanggan. Ditambah dengan situasi saat ini, dimana kita sedang dilanda COVID-19, semua pendapatan akan berkurang. Glory Coffee Medan ingin tahu bagaimana menghadapi situasi ini dan bersaing dengan kompetitor lainnya. Tujuan penelitian ini adalah untuk mengetahui analisis Service Quality, Food Quality dan Perceived Value terhadap Behavioral Intention melalui Customer Satisfaction pada Customer Glory Coffee Medan Penelitian ini merupakan penelitian kausal. Metode yang digunakan adalah metode kuantitatif yang pengolahan datanya menggunakan Structural Equation Model (SEM) dengan AMOS. Pengambilan data dilakukan dengan menyebarkan kuesioner kepada 155 responden dengan karakteristik responden laki-laki dan perempuan berusia 18-60 tahun, pernah mengunjungi Glory Coffee Medan 1 kali dalam 2 tahun terakhir, tentang profesi, pendidikan dan tempat tinggal. Hasil penelitian ini menunjukkan bahwa Service Quality tidak berpengaruh signifikan terhadap Customer Satisfaction dengan nilai koefisien regresi 0,183, Food Quality tidak berpengaruh signifikan terhadap Customer Satisfaction dengan nilai koefisien regresi 0,077, Perceived Value berpengaruh signifikan terhadap Customer Satisfaction dengan regresi nilai 0,720 dan Behavioral Intention berpengaruh signifikan terhadap Customer Satisfaction dengan nilai koefisien regresi sebesar 0,909

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