The influence of service quality and food price toward customer satisfaction at Higher Steps Dining Sunggal

Wijaya, Erico (2022) The influence of service quality and food price toward customer satisfaction at Higher Steps Dining Sunggal. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The business competition between companies in Indonesia keeps growing and getting more intense in the market. Service quality and food price might be one of the most important factors when doing business in service industry. When customer feels satisfied with the staff’s performance and the price that the company set, it will give benefits and advantages for the company. The research objective was to analyze the influence of service quality and food price towards customer satisfaction at Higher Steps Dining Sunggal. The research design for this research is quantitative method. Data for this research is from distributing questionnaires, In analyzing the data, the methods used are descriptive statistical analysis, research instrument test, classical assumption test, linear regression analysis, hypothesis test, and determination test. The result of the determination coefficient test shows 0,853, which means that service quality and food price affect customer satisfaction by 85,3%. Based on the F-Test result shows that the significance value is 0,00. since the significance value is lower than 0,05, it means service quality and food price simultaneously affect customer satisfaction. The recommendations are to improve their service quality and be more responsive when handling customers’ complaints. The company can give out more discounts on special days such as customers’ birthdays, or special days such as new year, and Christmas. / Persaingan bisnis antar perusahaan di Indonesia terus berkembang dan semakin ketat di pasar. Kualitas layanan dan harga makanan mungkin menjadi salah satu faktor terpenting ketika melakukan bisnis di industri jasa. Ketika pelanggan merasakan kepuasan atas kinerja staf dan harga yang ditetapkan perusahaan, maka akan memberikan manfaat dan keuntungan bagi perusahaan. Tujuan penelitian adalah untuk menganalisis pengaruh kualitas pelayanan dan harga makanan terhadap kepuasan pelanggan di Higher Steps Dining Sunggal. Desain penelitian untuk penelitian ini adalah metode kuantitatif. Data penelitian ini diperoleh dari penyebaran kuesioner. Dalam menganalisis data, metode yang digunakan adalah analisis statistik deskriptif, uji instrumen penelitian, uji asumsi klasik, analisis regresi linier, uji hipotesis dan uji determinasi. Hasil uji koefisien determinasi menunjukkan 0,853 yang berarti kualitas pelayanan dan harga makanan berpengaruh terhadap kepuasan konsumen sebesar 85,3%. Berdasarkan hasil Uji-F menunjukkan bahwa nilai signifikansinya adalah 0,00. karena nilai signifikansi lebih kecil dari 0,05 maka kualitas pelayanan dan harga makanan secara simultan berpengaruh terhadap kepuasan pelanggan. Rekomendasinya adalah untuk meningkatkan kualitas layanan mereka, lebih responsif dalam menangani keluhan pelanggan. Perusahaan dapat memberikan lebih banyak diskon pada hari-hari khusus seperti ulang tahun pelanggan, atau hari-hari khusus seperti tahun baru, Natal.

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