The influence of service quality towards customer satisfaction at Eden Bakery

Jacqueline, Jacqueline (2022) The influence of service quality towards customer satisfaction at Eden Bakery. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Eden Bakery, located on Jalan Burjamhal I Medan Petisah, is a bakery and coffee shop in Medan City with an aesthetic design. Customer satisfaction decreases due to complaints about service quality issues raised by consumers. Complaints that occur indicate that the services provided are not fully in line with consumer expectations. It is established that the quality of service is described as the difference between consumers' expectations of a service and their actual satisfaction after using the service. This research uses quantitative design with descriptive and causal approaches. The population in this study was all Eden bakery customers. The sample in this study amounted to 96 people using nonprobability sampling to determine the sample in this study. The spread of the questionnaire conducted has passed the validity and reliability test. The data tested also passed the normality test, linearity test, heteroscedasticity, and simple linear regression test. From the hypothesis test with the results of the T test (11,421 > 1,985) that the quality of service has positive and significant affects customer satisfaction at Eden Bakery. Recommendations that can be given to always innovate on cake and bakery designs that exist today is to make changes in terms of color and taste of the latest so. Cafes must also provide training to employees periodically carried out within a few months to improve the ability of employees to provide services to customers. With the availability of a favorite menu, customers can enjoy the menu at Eden Bakery. It can also be added that Eden Bakery can improve existing facilities such as providing free shipping services with a certain amount of shopping and then providing a place to eat cakes for customers directly./ Eden Bakery, yang terletak di Jalan Burjamhal I Medan Petisah, adalah toko roti dan kedai kopi di Kota Medan dengan desain estetika. Kepuasan pelanggan menurun karena keluhan tentang masalah kualitas layanan yang diangkat oleh konsumen. Keluhan yang terjadi menunjukkan bahwa layanan yang diberikan tidak sepenuhnya sesuai dengan harapan konsumen. Ditetapkan bahwa kualitas layanan digambarkan sebagai perbedaan antara harapan konsumen terhadap suatu layanan dan kepuasan aktual mereka setelah menggunakan layanan. Penelitian ini menggunakan desain kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini adalah semua pelanggan Eden Bakery. Sampel dalam penelitian ini berjumlah 96 orang menggunakan nonprobability sampling untuk menentukan sampel dalam penelitian ini. Penyebaran kuesioner yang dilakukan telah lulus uji validitas dan keandalan. Data yang diuji juga lulus uji normalitas, uji linearitas, heterokedastisitas, dan uji regresi linier sederhana. Dari uji hipotesis dengan hasil uji T (11.421 > 1.985) bahwa kualitas pelayanan yang positif dan signifikan mempengaruhi kepuasan pelanggan di Eden Bakery. Rekomendasi yang dapat diberikan untuk selalu berinovasi pada desain cake dan bakery yang ada saat ini adalah melakukan perubahan dari segi warna dan rasa yang terbaru begitu. Kafe juga harus memberikan pelatihan kepada karyawan secara berkala yang dilakukan dalam beberapa bulan untuk meningkatkan kemampuan karyawan dalam memberikan pelayanan kepada pelanggan. Dengan tersedianya menu favorit, pelanggan dapat menikmati menu di Eden Bakery. Dapat juga ditambahkan bahwa Eden Bakery dapat meningkatkan fasilitas yang ada seperti memberikan layanan pengiriman gratis dengan jumlah belanja tertentu dan kemudian menyediakan tempat makan kue untuk pelanggan secara langsung.

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