The effect of promotion and service quality towards customers satisfaction at Pondok Indah Restaurant, Medan

Hanlie, Verly Laurencia (2022) The effect of promotion and service quality towards customers satisfaction at Pondok Indah Restaurant, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pondok indah restaurant, Medan is a business engaged in the food and beverage industry. Like many F&B businesses, the restaurant experiences a period where business in the industry shows a relatively rapid development which resulted in a bigger competition in the industry. As for competitive advantage, the restaurant is still lacking in some aspects regarding their ways of promotion and service quality to be able to gain a competitive advantage in the industry. Promotion is defined as the sales or special promotion businesses do in a form of advertisements, discounts and etc. in an attempt to raise the sales of the business. Service quality is determined by consumers as the user of these services. These aspects are the pivot that can help Pondok Indah restaurant in fulfilling their customers’ satisfaction. According to some researchers, there is an effect of both promotion and service quality toward customers’ satisfaction. The research is carried out to identify the problems within the business in order to give recommendations and implications. The research is conducted by using quantitative method and causal study to analyze the sample of 124 customers of Pondok Indah restaurant. The result from the F-test equals to (193.286 > 3.07) which indicates that there is a significant effect of promotion and service quality towards customer satisfaction variable./ Restoran Pondok indah Medan merupakan usaha yang bergerak di bidang industri makanan dan minuman. Seperti kebanyakan bisnis F&B, restoran mengalami masa dimana bisnis di industri ini menunjukkan perkembangan pesat yang mengakibatkan persaingan yang lebih besar di industry F&B. Sedangkan untuk keunggulan bersaing, restoran Pondok Indah masih kekurangan dalam beberapa aspek mengenai cara promosi dan kualitas pelayanannya untuk dapat memperoleh keunggulan kompetitif di industri. Promosi didefinisikan sebagai penjualan atau promosi khusus yang dilakukan bisnis dalam bentuk iklan, diskon dan lain-lain dalam upaya untuk meningkatkan penjualan bisnis. Kualitas pelayanan ditentukan oleh konsumen sebagai pengguna jasa tersebut. Aspek-aspek berikutlah yang menjadi poros yang dapat membantu restoran pondok indah dalam memenuhi kepuasan pelanggannya. Menurut beberapa peneliti, ada pengaruh promosi dan kualitas pelayanan terhadap kepuasan pelanggan. Penelitian dilakukan untuk mengidentifikasi masalah-masalah dalam bisnis untuk memberikan rekomendasi dan implikasi. Penelitian ini dilakukan dengan menggunakan metode kuantitatif dan studi kausal untuk menganalisis sampel dari 124 pelanggan restoran Pondok Indah. Hasil dari uji Ftest sebesar (193.286 > 3.07) menunjukkan bahwa terdapat pengaruh yang signifikan antara promosi dan kualitas pelayanan terhadap variabel kepuasan pelanggan.

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