The influence of product quality and service quality towards customer satisfaction at Sushi Mentai Dr Cipto Medan

Haurisa, Ella Puspitasari (2022) The influence of product quality and service quality towards customer satisfaction at Sushi Mentai Dr Cipto Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Product quality and service quality are both important factors to consider when entering the food and beverage industry. Both are essential factors that can lead to increased customer satisfaction, thereby influencing business growth. The writer discovered that the restaurant’s product quality and service quality had received some negative feedback, which had an impact on customer satisfaction. Therefore, the writer is eager to conduct this research to learn more about the influence of product quality and service quality on customer satisfaction. This research took approximately five months, from January to May 2022. The research will be carried out using a quantitative research approach with descriptive research specifications. The data collection method was through the distribution of questionnaires using a purposive sampling method. The data is first analyzed using an instrument test that includes a validity and reliability test on 31 respondents. Following that, 97 respondents will be used as a sample for further analysis such as descriptive statistic analysis, normality test, multicollinearity test, autocorrelation test, heteroscedasticity test, linearity test, multiple linear regression analysis, coefficient of determination test, hypothesis T-Test, and F-Test. The T-Test results of this research show that product quality influences customer satisfaction and service quality influence customer satisfaction, as both have a higher tcount and significant value. Moreover, F-Test results show that product quality and service quality influence customer satisfaction as it has a higher Fcount and significant value. The coefficient of determination test results, it shows that product quality and service quality influence customer satisfaction by 44.4 percent. The restaurant needs to improve the appearance of food and the service provided to retain and increase customer satisfaction. For future researchers, they can analyze the remaining 55.6 percent that is not analyzed in this study./ Kualitas produk dan kualitas layanan merupakan faktor penting untuk dipertimbangkan ketika memasuki industri makanan dan minuman. Keduanya merupakan faktor penting yang dapat menyebabkan peningkatan kepuasan pelanggan, sehingga mempengaruhi pertumbuhan bisnis. Penulis menemukan bahwa kualitas produk dan kualitas layanan restoran ini telah menerima beberapa umpan balik negatif, yang berdampak pada kepuasan pelanggan. Oleh karena itu, penulis ingin melakukan penelitian untuk mengetahui lebih dalam tentang pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan. Penelitian ini berlangsung selama kurang lebih lima bulan, dari Januari sampai Mei 2022. Penelitian ini dilakukan dengan menggunakan pendekatan penelitian kuantitatif dengan spesifikasi penelitian deskriptif. Metode pengumpulan data melalui penyebaran kuesioner dengan menggunakan purposive sampling. Data dianalisis terlebih dahulu menggunakan uji instrumen yang meliputi uji validitas dan reliabilitas terhadap 31 responden. Selanjutnya, 97 responden akan digunakan sebagai sampel untuk analisis lebih lanjut seperti analisis statistik deskriptif, uji normalitas, uji multikolinearitas, uji autokorelasi, uji heteroskedastisitas, uji linieritas, analisis regresi linier berganda, uji koefisien determinasi, Uji hipotesis T, dan Uji-F. Hasil Uji-T penelitian ini menunjukkan bahwa kualitas produk berpengaruh terhadap kepuasan pelanggan dan kualitas pelayanan berpengaruh terhadap kepuasan pelanggan, karena keduanya memiliki nilai t hitung dan signifikan yang lebih tinggi. Selain itu, hasil Uji-F menunjukkan bahwa kualitas produk dan kualitas layanan berpengaruh terhadap kepuasan pelanggan karena memiliki nilai F hitung dan signifikan yang lebih tinggi. Dari hasil uji koefisien determinasi menunjukkan bahwa kualitas produk dan kualitas pelayanan berpengaruh terhadap kepuasan pelanggan sebesar 44,4 persen. Restoran perlu memperbaiki tampilan makanan dan pelayanan yang diberikan untuk mempertahankan dan meningkatkan kepuasan pelanggan.Untuk peneliti selanjutnya dapat menganalisis sisa 55,6 persen yang tidak dianalisis dalam penelitian ini.

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