The effect of service quality and price toward customer satisfaction at Dazam Raya Seafood.

Jestyn, Jestyn (2022) The effect of service quality and price toward customer satisfaction at Dazam Raya Seafood. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to examine the effect of service quality and price toward customer satisfaction at Dazam Raya Seafood Medan. The prices at this restaurant are affordable but the services provided by the restaurant do not meet consumer needs where when consumers want to place an order, consumers automatically take the menu to see what menu they want to order then call the service to record the order. Descriptive and causal studies were used to analyze a sample of 157 consumers. Respondents are consumers of Dazam Raya Seafood Medan taken using non-probability sampling criteria using convenience sampling. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. The results showed that partially or simultaneously, service quality and price had a significant influence on customer satisfaction at Dazam Raya Seafood Medan. It can be suggested that Dazam Raya Seafood Medan can improve their customer satisfaction by providing the best service for consumers accompanied by economical and efficient price so that consumers will feel satisfied./Tujuan penelitian ini adalah untuk menguji pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan pada Dazam Raya Seafood Medan. Harga di restoran ini terjangkau namun pelayanan yang diberikan oleh pihak restoran tidak memenuhi kebutuhan konsumen dimana pada saat konsumen ingin melakukan pemesanan, konsumen secara otomatis mengambil menu untuk melihat menu apa yang ingin dipesan kemudian menghubungi pihak service untuk mencatat pesanan. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 157 konsumen. Responden adalah konsumen Dazam Raya Seafood Medan yang diambil dengan menggunakan kriteria non probability sampling dengan menggunakan convenience sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, kualitas pelayanan dan harga memiliki pengaruh yang signifikan terhadap kepuasan pelanggan pada Dazam Raya Seafood Medan. Dapat disarankan agar Dazam Raya Seafood Medan dapat meningkatkan kepuasan pelanggan dengan memberikan pelayanan yang bagus untuk para konsumen disertai dengan harga yang ekonomis dan efisien sehingga dengan demikian konsumen akan merasa puas.

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