The influence of price, service quality, and physical environment on customer satisfaction at Bengawan Seafood Restaurant Medan

Tanjaya, Alvin (2022) The influence of price, service quality, and physical environment on customer satisfaction at Bengawan Seafood Restaurant Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bengawan Seafood Restaurant Medan is one of the restaurants in Medan with the specialty of serving Seafood. This restaurant has been suffering from decreasing transactions. This research has the purpose to identify if Price, Service Quality, and Physical Environment variables have influence on Customers Satisfaction in this restaurant. Quality of service is an effort to realize the convenience of consumers whether or not consumers feel a greater value than that expected. Price and service quality are two important factors that influence the level of customer satisfaction. This research is quantitative with descriptive and causal approaches. The sampling technique is Snowball with 97 sample of customers. The data then is processed with SPSS. This research shows that all of the questions in the questionnaires have passed the pre-tests and all the Classical Assumption Tests. The result of Hypothesis Testing using t-test and f-test show that all of the variables influence Customers Satisfaction partially and simultaneously in Bengawan Seafood Restaurant. The recommendations given are offering variety of meals with cheaper prices, finding more affordable vendors selling fresh ingredients, collaborating with payment application, giving a regular training to employees, adding more lightings, and creating new unique menus to gain more competitive advantage. / Bengawan Seafood Restaurant Medan merupakan salah satu restoran di Medan dengan spesialisasi menyajikan Seafood. Restoran ini mengalami penurunan transaksi. Penelitian ini bertujuan untuk mengetahui apakah variabel Harga, Kualitas Pelayanan, dan Lingkungan Fisik berpengaruh terhadap Kepuasan Pelanggan di restoran ini. Kualitas pelayanan merupakan upaya untuk mewujudkan kenyamanan konsumen apakah konsumen merasakan nilai yang lebih besar dari yang diharapkan. Harga dan kualitas pelayanan merupakan dua faktor penting yang mempengaruhi tingkat kepuasan pelanggan. Namun saat ini, ada faktor lain yang mempengaruhi kepuasan pelanggan yaitu lingkungan fisik.Penelitian ini merupakan penelitian kuantitatif dengan pendekatan deskriptif dan kausal. Teknik pengambilan sampel adalah Snowball dengan sampel 97 pelanggan. Data tersebut kemudian diolah dengan SPSS. Hasil penelitian ini menunjukkan bahwa semua pertanyaan dalam angket telah lulus tes awal dan semua Tes Asumsi Klasik. Hasil Pengujian Hipotesis dengan menggunakan uji-t dan uji-f menunjukkan bahwa semua variabel berpengaruh terhadap Kepuasan Pelanggan secara parsial dan simultan pada Restoran Seafood Bengawan.Rekomendasi yang diberikan adalah menawarkan variasi makanan dengan harga lebih murah, mencari vendor yang lebih terjangkau yang menjual bahan-bahan segar, berkolaborasi dengan aplikasi pembayaran, memberikan pelatihan rutin kepada karyawan, menambah penerangan, dan mendapatkan keunggulan kompetitif di pasar dengan membuat menu baru yang dapat ditemukan di pesaing.

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