The influence of price and service quality toward customer satisfaction at Haikou Restaurant Medan

Charles, Charles (2022) The influence of price and service quality toward customer satisfaction at Haikou Restaurant Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to examine the effect of price and service quality towards customer satisfaction at Haikou Restaurant. Haikou Restaurant is experiencing problems in decreasing customer satisfaction who have visited, and these customers provide bad feedback and do not recommend it to other customers. In addition, customers also often provide various complaints and suggestions to the management of Haikou Restaurant to make improvements to several things that make customers dissatisfied, both in terms of price and services provided by its employees. The research period is predicted starts from March 2021 to June 2022. Descriptive and causal studies were used to analyze a sample of 70 consumers while the sampling technique was accidental sampling where consumers who were met first by chance would be used as samples. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. Price variable has a negative and significant effect on customer satisfaction at Haikou Restaurant. Service quality variable has a positive and significant effect on customer satisfaction at Haikou Restaurant. Price and service quality variable has a significant effect on customer satisfaction at Haikou Restaurant. It can be suggested that Haikou Restaurant can set a more affordable price for each food product served to consumers because not all consumers feel that the prices offered are affordable. In addition, it is also recommended to improve the quality of service in order to provide satisfaction to consumers. / Tujuan dari penelitian ini adalah untuk menguji pengaruh harga dan kualitas pelayanan terhadap kepuasan pelanggan di Restoran Haikou. Restoran Haikou mengalami masalah penurunan kepuasan pelanggan yang telah berkunjung dan pelanggan ini memberikan umpan balik yang buruk dan tidak merekomendasikannya kepada pelanggan lain. Selain itu, pelanggan juga sering memberikan berbagai keluhan dan saran kepada manajemen Haikou Restaurant untuk melakukan perbaikan pada beberapa hal yang membuat pelanggan tidak puas, baik dari segi harga maupun pelayanan yang diberikan oleh karyawannya. Periode penelitian diperkirakan mulai Maret 2021 hingga Juni 2022. Studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 70 konsumen, sedangkan teknik pengambilan sampelnya adalah accidental sampling dimana konsumen pertama yang ditemui secara kebetulan akan digunakan sebagai sampel. Penyebaran kuesioner telah melalui uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Variabel harga berpengaruh negatif dan signifikan terhadap kepuasan pelanggan di Restoran Haikou. Variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan pada Restoran Haikou. Variabel harga dan kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan di Restoran Haikou. Disarankan kepada Haikou Restaurant dapat menetapkan harga yang lebih terjangkau untuk setiap produk makanan yang disajikan kepada konsumen karena tidak semua konsumen merasa harga yang ditawarkan terjangkau. Selain itu, disarankan juga untuk meningkatkan kualitas pelayanan agar dapat memberikan kepuasan kepada konsumen.

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