The influence of food quality and price on customer satisfaction at Sari Laut Mbak Sri, Medan

Farencia, Bella (2022) The influence of food quality and price on customer satisfaction at Sari Laut Mbak Sri, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customer satisfaction is important for building a more advanced business and increasing profits for the business. The data collected from Sari Laut Mbak Sri, Medan shows that it has not been able to sustain its number of customers, demonstrating that customer satisfaction is inadequate. Therefore, the writer researches to improve all factors that might influence customer satisfaction, including food quality and price. Customers care about the quality of the food they might consume since customers expect a balance between the price and the quality of the food they get. Customers' standards and criteria for a product (food) will be fulfilled if the food has good quality. The method used in this study is a quantitative research design using the instrument IBM SPSS V. 25. The writer used a descriptive and causal approach. The research was conducted on a sample of 95 people using snowball sampling. This research passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression test, and the equation is Y = 1.941 + 0.178X1 + 0.372X2. Based on hypothesis testing results, food quality and price influence customer satisfaction in Sari Laut Mbak Sri, Medan either partially or simultaneously. Additionally, food quality and price influence 54.5% of customer satisfaction. The writer recommends the restaurant owner rearrange the food portion, train the chefs and demi chefs, sign-up the chefs in food plating seminars, re-research the market price in Medan, re-research the target market, and participate in a referral program. / Kepuasan pelanggan penting untuk membangun bisnis yang lebih maju dan meningkatkan keuntungan bagi bisnis. Data yang diperoleh dari Sari Laut Mbak Sri, Medan menunjukkan bahwa tidak mampunya dalam mempertahankan jumlah pelanggannya, itu menunjukkan bahwa kepuasan pelanggan tidak memadai. Oleh karena itu, penulis melakukan penelitian untuk memperbaiki semua faktor yang mungkin mempengaruhi kepuasan pelanggan, termasuk kualitas makanan dan harga. Pelanggan peduli dengan kualitas makanan yang mungkin mereka konsumsi karena pelanggan mengharapkan keseimbangan antara harga dan kualitas makanan yang mereka dapatkan. Standar dan kriteria pelanggan terhadap suatu produk (makanan) akan terpenuhi jika makanan tersebut memiliki kualitas yang baik. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif menggunakan IBM SPSS V.25. Penulis menggunakan deskriptif dan pendekatan kasual. Penelitian dilakukan terhadap sampel sebanyak 95 orang dengan menggunakan snowball sampling. Penelitian ini lulus uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, dan uji regresi linier berganda, dan persamaannya adalah Y = 1,941 + 0,178X1 + 0,372X2. Berdasarkan hasil uji hipotesis T-test dan F-test, kualitas makanan dan harga berpengaruh terhadap kepuasan pelanggan di Sari Laut Mbak Sri, Medan baik secara parsial maupun simultan. Selain itu, kualitas makanan dan harga berpengaruh 54,5% terhadap kepuasan pelanggan, Penulis merekomendasikan pemilik restoran untuk mengatur ulang porsi makanannya, melatih koki dan koki demi, mendaftarkan koki dalam seminar penataan makanan, meneliti kembali harga pasar di Medan, meneliti kembali sasaran pasar, dan mengikuti program rujukan.

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