The effect of price fairness and physical environment on customer patronage at Simhae Restaurant - Mataram Branch, Medan

Angel, Corinthia (2022) The effect of price fairness and physical environment on customer patronage at Simhae Restaurant - Mataram Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (52kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (598kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (579kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (8MB)

Abstract

Simhae Restaurant – Mataram Branch, Medan is all you can eat restaurant with several pricing packages. From preliminary study shows that there are issues about the price and environment which can affect customer patronage. The aim for this research is to know the effect of Price Fairness and Physical Environment on Customer Patronage at Simhae Restaurant – Mataram Branch, Medan. The fairness of the price that customer paid, a clean and comfortable restaurant environment can lead to a good eating experience while customer enjoying the food. This will be resulting in the high patronage of a customer. Writer is using quantitative research design and IBM SPSS Statistics V.25 application. Descriptive and causal research with convenience sampling as the sampling technique. Total of sample is 57 customers who have ever been to and make transaction at Simhae Restaurant – Mataram. From the hypothesis test result, Price Fairness did not partially affect the Customer Patronage, while Physical Environment has partial effect on Customer Patronage. Price Fairness and Physical Environment have simultaneous effect on Customer Patronage. Besides 1 question which is not valid, the test for reliability, normality, multicollinearity, heteroscedasticity, and multiple linear regression test are all passed, and the equation is Y = -9.592 + 0.390X1+ 0.950X2 The recommendation for the company is to keep the cleanliness and freshness of food, more variety of sauce, using a fan that have a cooling air to keep the customer comfortable, giving extra discount for occasions and offer more varieties of packages./ Restoran Simhae – Cabang Mataram, Medan adalah restoran dengan konsep makan sepuasnya yang tersedia dalam beberapa paket dan harga. Berdasarkan data studi pendahuluan menunjukkan bahwa terdapat masalah tentang harga dan lingkungan yang dapat mempengaruhi patronase pelanggan. Tujian dari penelitian ini adalah untuk mengetahui pengaruh kewajaran harga dan lingkungan fisik terhadap patronase pelanggan di Restoran Simhae – Cabang Mataram, Medan. Kewajaran harga yang dibayar oleh pelanggan dan juga lingkungan restoran yang bersih dan nyaman dapat menghasilkan pengalaman makan yang baik bagi pelanggan. Ini akan menghasilkan patronase pelanggan yang tinggi. Penulis menggunakan desain penelitian kuantitatif dan aplikasi SPSS V.25. Penelitian deskriptif dan kausal serta sampel kenyamanan sebagai teknik sampel. Total sampel sebanyak 57 pelanggan yang pernah melakukan transaksi di Restoran Simhae – Mataram. Dari hasil uji hipotesis, kewajaran harga tidak mempengaruhi patronase pelanggan, sedangkan lingkungan fisik berperngaruh terhadap patronase pelanggan. Kewajaran harga dan lingkungan fisik memiliki efek simultan pada patronase pelanggan. Selain 1 soal yang tidak valid, uji reliabilitas, normalitas, mltikolinearitas, heteroskedastisitas, dan uji regresi linier berganda semuanya lulus, dan persamaannya adalah Y = -9.592 + 0.390X1 + 0.950X2. Rekomendasi bagi perusahaan adalah menjaga kebersihan dan kesegaran makanan, lebih banyak variasi saus, menggunakan kipas angin yang memiliki udara dingin untuk menjaga kenyamanan pelanggan, memberikan diskon ekstra untuk acara-acara dan menawarkan lebih banyak jenis paket.

Actions (login required)

View Item