The influence of price, service quality, and physical environment on customer satisfaction at Junction Café Uskup Agung Medan

Faisal, Widya (2022) The influence of price, service quality, and physical environment on customer satisfaction at Junction Café Uskup Agung Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The impact of globalization affects the world, forcing the business sector to become more competitive. In the F&B business, people compete to create food and beverage products and a supportive atmosphere to get customers. A reasonable price, excellent service quality, and a comfortable physical environment comprise the most critical factors influencing F&B industry customer satisfaction. This research aims to determine the influence of price, service quality, and physical environment on customer satisfaction. The study was carried out at Junction Cafe Uskup Agung Medan, which sells a variety of food and beverages. The writer used a quantitative research method, including a descriptive approach and a causal approach, to determine the relationship between independent and dependent variables in this study. According to a Google review, the price offered by Junction Café is too high, and slow service and the hot temperature inside the café are the most critical issues happening at Junction Café Uskup Agung, which leads to a decrease in customer satisfaction. The data for this study was collected by distributing questionnaires to 97 respondents chosen using the convenience sampling method, and it was analyzed using the IBM SPSS Statistics 29 program. The validity test, reliability test, normality test, multicollinearity test, heteroscedasticity, multiple linear regression analysis, T-test, F-test, and coefficient of determination were all passed in this study. This research showed that price, service quality, and physical environment partially and simultaneously influence customer satisfaction. Some recommendations for Junction Café are to create bundle packages and promotions, enhance employees’ skills to provide better service, and minimize noise.The owner can use walls and ceilings that absorb noise by having distinguishing characteristics such as good food taste, good service, and a comfortable environment./ Dampak globalisasi mempengaruhi dunia untuk menghadapi sektor bisnis menjadi lebih kompetitif. Dalam bisnis F&B para pelaku bisnis berlomba-lomba menciptakan produk makanan dan minuman serta suasana yang mendukung untuk mendapatkan pelanggan. Harga yang wajar, kualitas layanan yang sangat baik, dan lingkungan fisik yang nyaman merupakan faktor terpenting yang mempengaruhi kepuasan pelanggan industri F&B. Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas pelayanan, dan lingkungan fisik terhadap kepuasan pelanggan. Pengajian dilakukan di Junction Cafe Uskup Agung Medan yang menjual berbagai macam makanan dan minuman. Penulis menggunakan metode penelitian kuantitatif yang meliputi pendekatan deskriptif dan pendekatan kausal untuk mengetahui hubungan antara variabel bebas dan terikat dalam penelitian ini. Menurut review Google, harga yang ditawarkan oleh Junction Café terlalu tinggi, dan pelayanan yang lambat serta suhu yang panas di dalam café adalah masalah paling kritis yang terjadi di Junction Café Uskup Agung, yang berujung pada penurunan kepuasan pelanggan. Data penelitian ini dikumpulkan dengan menyebarkan kuesioner kepada 97 responden yang dipilih dengan menggunakan metode convenience sampling, dan dianalisis dengan menggunakan program IBM SPSS Statistics 29. Uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, heteroskedastisitas, analisis regresi linier berganda, uji T, uji F, dan koefisien determinasi semuanya dilalui dalam penelitian ini. Beberapa rekomendasi untuk Junction Café adalah membuat paket bundel dan promosi, meningkatkan keterampilan karyawan untuk memberikan layanan yang lebih baik dan meminimalkan kebisingan. Pemilik dapat menggunakan dinding yang menyerap kebisingan dan dengan memiliki karakteristik yang unik seperti makanan yang enak, pelayanan yang baik, dan lingkungan yang nyaman.

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