The influence of price and service quality towards customer loyalty at Rasa Kita Seafood, Medan

Marvell, Patricia (2022) The influence of price and service quality towards customer loyalty at Rasa Kita Seafood, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Food as one of the fundamental needs that has to be filled every day, where it opens up possibilities for people to do food business. Due to the obvious huge of restaurants that currently exist, competition has become increasingly tough, forcing business owner to emphasize on product and quality control. In this research, the writer is going to find out if price and service quality do influence customer loyalty at Rasa Kita Seafood, Medan. Customer loyalty to the restaurant will be formed if the price offered is in line with the products and quality offered, as well as sufficient service quality. For this research, the writer used causal and descriptive research. The sampling technique used is non-probability sampling by utilizing purposive sampling method. Due to unknown population, the writer then used Cochran’s formula that is 97 samples. The research hypothesis result in price and service quality have influenced customer loyalty at Rasa Kita Seafood, Medan, partially and simultaneously. Furthermore, price and service quality have 66.6% influence on customer loyalty. This research also passed the validity test, normality test, heteroscedasticity test, multicollinearity test and multiple linear regression test. The three hypotheses in this research proved valid by hypothesis test. The research has been done for 6 months and the findings research will act as a reference to the restaurant to paying more attention to the quality of food at a particular price, create new package of food and improving the service efficiency to boost the loyalty of customer to the restaurant./Pangan sebagai salah satu kebutuhan pokok yang harus dipenuhi setiap hari, membuka peluang bagi masyarakat untuk melakukan bisnis makanan. Karena banyaknya restoran yang ada hingga saat ini,menjadikan persaingan menjadi semakin ketat, mengharuskan pemilik bisnis untuk melakukan pengawasan terhadap produk dan mengontrol kualitas. Dalam penelitian ini, penulis ingin mengetahui apakah harga dan kualitas pelayanan berpengaruh terhadap loyalitas pelanggan di Rasa Kita Seafood, Medan. Loyalitas pelanggan terhadap restoran akan terbentuk jika harga yang ditawarkan serta kualitas pelayanan yang diberikan memadai. Untuk penelitian ini, penulis menggunakan penelitian kausal dan deskriprif. Teknik pengambilan sampel yang digunakan adalah sampel non-probabilitas dengan menggunakan purposive sampling. Karena populasi yang tidak diketahui jumlahnya, maka penulis menggunakan rumus Cochran yang berjumlah 97 sampel. Hasil hipotesis ini menunjukkan bahwa harga dan kualitas pelayanan berpengaruh terhadap loyalitas pelanggan di Rasa Kita Seafood, Medan baik secara parsial maupun simultan. Selanjutnya, harga dan kualitas pelayanan memiliki pengaruh sebesar 66,6% terhadap loyalitas pelanggan. Penelitian ini juga telah lulus uji validitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas dan uji regresi linear berganda Ketiga hipotesis dalam penelitian ini terbukti valid dengan menggunakan uji hipotesis. Penelitian ini dilakukan selama 6 bulan dan hasil penelitian akan menjadi acuan bagi pihak restoran untuk lebih memperhatikan kualitas makanan pada harga tertentu, membuat paket makanan dan meningkatkan efisiensi pelayanan untuk meningkatkan loyalitas pelanggan terhadap restoran.

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