The influence of service quality and physical environment toward customer satisfaction in Ropang Dkk Binjai

Erin, Erin (2022) The influence of service quality and physical environment toward customer satisfaction in Ropang Dkk Binjai. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customers might be one of the most important assets of an restaurant because the result of their work contributed to achieving the business’ objectives. In this research, the writer is going to find out if service quality and physical environment do influence customer satisfaction in Ropang DKK Binjai. A positive service quality and physical environment might make customer satisfaction feel satisfied with the restaurant. For this research, the writer has one hypothesis which are null hypotheses where service quality and physical environment do influence customer satisfaction. The research design for this research is quantitative method. In analyzing the data, the methods used are descriptive statistical analysis, research instrument test, classical assumption test, linear regression analysis, hypothesis test, and determination test. Based on the result of research, the conclusion of the research is that service quality and physical environment do influence customer satisfaction. From the test conducted, the result shows that the data is normally distributed, has linear relationships, and is free of heteroscedasticity. An equation obtained is Y = 5.236 + 0.294X1 + 0.223X2. Moreover, the hypothesis test shows that service quality and physical environment do influence the tcount > ttable, and the influence is as much as 49.6%. The findings of the research will act as a reference for restaurant to improve their service quality and physical environment in order to enhance the customer satisfaction. For future researchers, this research could be a reference for the previous research./ Pelanggan mungkin merupakan salah satu aset terpenting dari sebuah restoran karena hasil kerja mereka berkontribusi dalam mencapai tujuan bisnis. Dalam penelitian ini, penulis akan mengetahui apakah kualitas pelayanan dan lingkungan fisik berpengaruh terhadap kepuasan pelanggan di Ropang DKK Binjai. Kualitas layanan dan lingkungan fisik yang positif dapat membuat kepuasan pelanggan merasa puas terhadap restoran. Untuk penelitian ini, penulis memiliki satu hipotesis yaitu hipotesis nol dimana kualitas pelayanan dan lingkungan fisik berpengaruh terhadap kepuasan pelanggan. Desain penelitian untuk penelitian ini adalah metode kuantitatif. Dalam menganalisis data, metode yang digunakan adalah analisis statistik deskriptif, uji instrumen penelitian, uji asumsi klasik, analisis regresi linier, uji hipotesis dan uji determinasi. Berdasarkan hasil penelitian, kesimpulan penelitian adalah kualitas pelayanan dan lingkungan fisik berpengaruh terhadap kepuasan pelanggan. Dari pengujian yang dilakukan, diperoleh hasil bahwa data berdistribusi normal, memiliki hubungan linier dan bebas heteroskedastisitas. Persamaan yang didapat adalah Y = 5.236 + 0.294X1 + 0.223X2. Sedangkan uji hipotesis menunjukkan bahwa kualitas pelayanan dan lingkungan fisik berpengaruh sebesar thitung > ttabel dan pengaruhnya sebesar 49,6%. Hasil penelitian ini akan menjadi acuan bagi restoran untuk meningkatkan kualitas pelayanan dan lingkungan fisik guna meningkatkan kepuasan pelanggan. Bagi peneliti selanjutnya, penelitian ini dapat menjadi referensi untuk penelitian sebelumnya.

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