The influence of café atmosphere and product variation toward customer satisfaction at Kimbab Nara Medan

Agatha, Clara (2022) The influence of café atmosphere and product variation toward customer satisfaction at Kimbab Nara Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The era of globalization has hugely impacted by the high competition between businesses, in businesses that are engaged in the F&B field, Kimbab Nara always tries to innovate and try his best to satisfy his consumers. Even so, there are still negative reviews on the limitations of the cafe atmosphere and product variation, on the other hand, the level of service of the employees is not friendly, which causes a lack of customer satisfaction. In this study, the authors distributed questionnaires to 71 respondents who had visited and dined at Kimbab Nara Medan. Convenience sampling method was used to take samples and the data that were collected were tested using multiple linear analysis. In doing the analysis the author is helped by SPSS 25. Research shows the results that cafe atmosphere and product diversity simultaneously affect consumer satisfaction at Kimbab Nara Medan with a significance value below 0.05. Café atmosphere affects the level of customer satisfaction with a significant value of 0.000 while product diversity also affects consumer satisfaction with a significant value of 0.000. In this study, the most influential factor is product diversity, if the higher the level of product diversity, the level of consumer satisfaction will also increase. The author recommends expanding the parking lot, expanding the space and table layout so that customers can move freely, paying attention to the stock of food and beverages, adding variety to the menu, paying attention to consumer needs, improve the performance of service to consumers. / Era globalisasi sangat berdampak pada tingginya persaingan antar bisnis ,pada bisnis yang bergerak pada bidang F&B, Kimbab Nara selalu mencoba untuk berinovasi dan berusaha yang terbaik untuk memuaskan konsumennya. Meskipun begitu masih terdapat review negatif pada keterbatasan atmosfer café dan product variation disisi lain juga tingkat pelayanan karyawan yang kurang ramah dimana hal tersebut menyebabkan kurangnya kepuasan konsumen. Dalam penelitian ini, penulis menyebarkan kuesioner kepada 71 responden yang pernah berkunjung dan bersantap di Kimbab Nara Medan. Metode convenience sampling digunakan untuk pengambilan sampel dan data yang terkumpul diuji dengan menggunakan analisis linier berganda. Dalam melakukan analisis penulis dibantu dengan SPSS 25. Penelitian menunjukkan hasil dimana atmosfer cafe dan keragaman produk secara simultan mempengaruhi kepuasan konsumen pada Kimbab Nara Medan dengan nilai signifikansi dibawah 0.05. Atmosfer café berpengaruh pada tingkat kepuasan konsumen dengan nilai signifikan 0.000 sedangkan keragaman produk juga mempengaruhi kepuasan konsumen dengan nilai signifikan 0.000. pada penelitian ini faktor yang paling berpengaruh adalah keragaman produk, apabila semakin tinggi tingkat keragaman produk maka tingkat kepuasan konsumen juga akan meningkat. Penulis merekomendasikan untuk memperluas tempat parkir, memperluas ruangan dan tata letak meja supaya customer bisa bergerak bebas, memperhatikan stock dari makanan dan minuman, menambah variasi menu, perhatikan kebutuhan konsumen, memperbaiki dan meningkatkan perfoma dari pelayanan terhadap konsumen.

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