The influence of service quality and food quality toward customer satisfaction at Cara (Cascara tea and coffee), Medan

Stephanie, Stephanie (2022) The influence of service quality and food quality toward customer satisfaction at Cara (Cascara tea and coffee), Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

As for identification of several phenomena that occur in Cara (Cascara Tea and Coffee) on Google which may be a problem. For this reason, the writer wants to explore and find out more about the influence of service quality and food quality towards customer satisfaction at that place. The writer conducted the research from March 28th, 2022 until April 24th, 2022 at Cara (Cascara Tea and Coffee), Medan. The writer came to the café 1 hour until 2 hours of the duration and 4 times to find out the data obtained from the questionnaire that was distributed to customers at Cara (Cascara Tea and Coffee), Medan. In order to get customer satisfaction, there are factors that influence it, such as the quality of service and the quality of food provided by the cafe. Quality of service and quality of food that can make customers feel satisfied will create a good and long-term relationship between the cafe and the customer. This study is a quantitative research which will later be calculated using a sample of 81 respondents and taking the population criteria for people who have visited the café. Collecting sample data in this study using convenient sampling technique. The results of the hypothesis testing consisting of f-test and t-test state that service quality and food quality affect customer satisfaction partially and simultaneously. In addition, all the collected questionnaire data used have passed the validity, reliability, multicollinearity, heteroscedasticity, and the coefficient of determination in this study was 67.5%. The multiple linear regression formula in this study is Y = 3.068 + 0.231X1 + 0.614X2. In this study, the writer highly recommends cafes improve the quality of service of employees by providing briefing classes or training. Moreover, to improvise on food, it is recommended to add more types of food at the café to satisfy visiting customers. / Adapun teridentifikasi beberapa fenomena yang terjadi di Cara (Cascara Tea and Coffee) di google yang mungkin menjadi masalah. Untuk itu penulis ingin menelusuri dan mengetahui lebih dalam mengenai pengaruh kualitas pelayanan dan kualitas makanan terhadap kepuasan pelanggan di tempat tersebut. Penulis melakukan penelitian dari tanggal 28 Maret 2022 sampai dengan 24 April 2022 di Cara (Cascara Tea and Coffee), Medan. Penulis datang ke café dengan durasi 1 jam sampai 2 jam dan 4 kali untuk mengetahui data yang diperoleh dari kuesioner yang dibagikan kepada pelanggan di Cara (Cascara Tea and Coffee), Medan. Dalam rangka mendapatkan kepuasan pelanggan terdapat faktor yang mempengaruhinya seperti kualitas pelayanan dan kualitas makanan yang disediakan oleh cafe. Kualitas pelayanan dan kualitas makanan yang dapat membuat pelanggan merasa puas akan menciptakan hubungan yang baik dan dalam jangka waktu yang lama antara café dengan pelanggan. Studi ini merupakan penelitian yang bersifat kuantitatif yang nantinya dilakukan perhitungan angka yang menggunakan sample sebanyak 81 respondent dan pengambilan populasi kriteria orang yang pernah mengunjungi café tersebut. Penggumpulan data sample pada penelitian ini menggunakan teknik convenient sampling. Hasil dari pengujian hypothesis terdiri dari f-test dan t-test menyatakan bahwa kualitas pelayanan dan kualitas makanan berpengaruh terhadap kepuasan pelanggan secara partial dan simultan. Selain itu semua data kuesioner yang dikumpulkan yang digunakan telah lulus melewati uji validity, reliability, multikollinearitas, heteroskedastisitas, dan koefisien determinasi dalam studi ini adalah 67.5%. Rumus regresi linear berganda pada penelitian adalah Y =3.068 + 0.231X1 + 0.614X2. Dalam studi ini penulis sangat merekomendasikan kepada café untuk meningkatkan lagi kualitas pelayanan pada karyawan dengan memberikan briefing class atau training. Moreover untuk improvisasi pada makanan direkomendasikan untuk menambah lebih banyak jenis makanan di café untuk dapat memuaskan pelanggan yang berkunjung.

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