The influence of product quality towards customer satisfaction at The Harvest Medan

Samuel, Feliks (2019) The influence of product quality towards customer satisfaction at The Harvest Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In doing business, especially the food and beverage business, customer satisfaction is the most important factor that must be achieved from customers. Product quality seems to be a contributing factor to please the customers themselves. The purpose of this study is to identify, discuss, and provide conclusions about the effect of product quality on customer satisfaction. The author choose The Harvest, a premium pastry-western restaurant industry that has launched its shop in Medan since 2015, as an object of research. The variables in this study are product quality as independent variables and customer satisfaction as dependent variable. This research uses quantitative methods. The sample was 100 respondents using convenience sampling technique. Research data was analyzed by using a simple linear regression model that produces a regression equation: Y = 4.688 + 0.752X. The conclusion of this study is that there is found significant influence between product quality to customer satisfaction. Product quality affects customer satisfaction by 52.2%, while the remaining 47.8% might be other factors than product quality. For The Z test, value of Zcount obtained is 7.23 which is higher than 1.96 ( Ztable). Therefore Null Hypothesis (H0) is rejected while Alternative Hypothesis (H1) is accepted. In other words, the result shows that product quality is the most dominant factors affecting customer satisfaction at The Harvest Medan

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