The effect of service quality and promotion on customer satisfaction at 53 Steps Laurance Medan

Aurelia, Aurelia (2022) The effect of service quality and promotion on customer satisfaction at 53 Steps Laurance Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The location of the research object is 53 Steps Laurance which is located at Petula No. 2A. The research period started from January 2022 to May 2022. Based on preliminary study, 53 Steps Laurance Cafe has received negative reviews that reflects dissatisfaction. The purpose of this study was to examine the effect of service quality and promotion on consumer satisfaction at 53 Steps Laurance Medan. Service quality is highly connected with customer satisfaction and company profitability. Moreover, Price is also an indicator of value because it relates to this direct benefit. Quantitative design with Descriptive and causal approaches were used to analyze a sample of 70 customers. Respondents are customers of 53 Steps Laurance taken using non-probability sampling or specifically accidental sampling technique. The instrument used in this research is questionnaire that passed both validity and reliability tests. The tested data also passed the normality, multicollinearity, and heteroscedasticity test. Service quality variable has a value of tcount (4.718) which is greater than ttable (1.995) with a significance value of 0.000 which is less than 0.05. Promotion variable has a value of tcount (4.232) which is greater than ttable (1.995) with a significance value of 0.000 which is less than 0.05. The Service quality and promotion variable has a value of Fcount (28.493) which is greater than Ftable (3.13) with a significance value of 0.000 which is less than 0.05. Based on the findings, the recommendations proposed include clarifying the operating procedure, more training on tasks and products, assign a staff to keep close and continuous monitoring on day-to-day operation./ Lokasi objek penelitian adalah 53 Anak Tangga Laurance yang terletak di Petula No. 2A. Periode penelitian dimulai dari Januari 2022 hingga Mei 2022. Berdasarkan studi pendahuluan, 53 Steps Laurance Cafe telah menerima ulasan negatif yang mencerminkan ketidakpuasan. Tujuan penelitian ini adalah untuk menguji pengaruh kualitas pelayanan dan promosi terhadap kepuasan konsumen pada 53 Steps Laurance Medan. Kualitas layanan sangat terkait dengan kepuasan pelanggan dan profitabilitas perusahaan. Selain itu, Harga juga merupakan indikator nilai karena berkaitan dengan manfaat langsung ini. Desain kuantitatif dengan pendekatan Deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 70 pelanggan. Respondennya adalah pelanggan dari 53 Steps Laurance yang diambil dengan menggunakan non- probability sampling atau khususnya teknik accidental sampling. Instrumen yang digunakan dalam penelitian ini adalah angket yang lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, multikolinearitas, dan heteroskedastisitas. Variabel kualitas pelayanan memiliki nilai thitung (4,718) lebih besar dari ttabel (1,995) dengan nilai signifikansi 0,000 yang lebih kecil dari 0,05. Variabel promosi memiliki nilai thitung (4,232) yang lebih besar dari ttabel (1,995) dengan nilai signifikansi 0,000 yang lebih kecil dari 0,05. Variabel kualitas pelayanan dan promosi memiliki nilai Fhitung (28,493) lebih besar dari Ftabel (3,13) dengan nilai signifikansi 0,000 yang lebih kecil dari 0,05. Berdasarkan temuan, rekomendasi yang diusulkan termasuk mengklarifikasi prosedur operasi, lebih banyak pelatihan tentang tugas dan produk, menugaskan staf untuk terus memantau dan terus memantau operasi sehari-hari.

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