The Influence of Food Quality, Service Quality, and Price on Customer Satisfaction at Pondok Telaga Ikan

Liantono, Orlando (2022) The Influence of Food Quality, Service Quality, and Price on Customer Satisfaction at Pondok Telaga Ikan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

A key factor in ensuring a business's long-term viability is customer satisfaction. Customer satisfaction offers information on the business team's performance, whether it is positive or negative. The Pondok Telaga Ikan restaurant is being used as the research object in this paper. The sales data from Pondok Telaga Ikan used in this paper as the study object show a declining revenue, which suggests that the company is unable to sustain its level of customer satisfaction. The purpose of this research is to examine how customer satisfaction at Pondok Telaga Ikan is influenced by the quality of the food, the service quality and price. Purposive sampling, which involved 96 participants, was the method utilized in this study. The data are analyzed using the multiple linear regression method. All hypotheses proposed in this research are accepted. The result of the research shows that food quality has partial influence on customer satisfaction but not significant; service quality has partial influence on customer satisfaction significantly; price has partial influence on customer satisfaction significantly; and food quality, service quality, and price have simultaneous influence on customer satisfaction significantly. It is recommended that Pondok Telaga Ikan improve their food quality by improving kitchen quality control, doing food panel test, and avoid using overkept materials. In terms of service quality, the restaurant could implement proper trainings, and keeping good quality of tangible items served to the customers. In terms of price, the restaurant could analyze the market price and strategically set the price by implement a promotion be it happy hour dining, discount payment with cards, or vouchers so that customers could come back to the restaurant again. / Faktor kunci dalam memastikan kelangsungan bisnis jangka panjang adalah kepuasan pelanggan. Kepuasan pelanggan menawarkan informasi tentang kinerja bisnis, apakah itu positif atau negatif. Restoran Pondok Telaga Ikan digunakan sebagai objek penelitian dalam tulisan ini. Data penjualan Pondok Telaga Ikan yang digunakan dalam penelitian ini sebagai objek penelitian menunjukkan adanya penurunan pendapatan yang menandakan bahwa perusahaan tidak mampu mempertahankan tingkat kepuasan pelanggannya. Tujuan dari penelitian ini adalah untuk menguji bagaimana kepuasan pelanggan di Pondok Telaga Ikan dipengaruhi oleh kualitas makanan, kualitas pelayanan dan harga. Purposive sampling yang melibatkan 96 partisipan merupakan metode yang digunakan dalam penelitian ini. Analisis data menggunakan metode regresi linier berganda. Semua hipotesis yang diajukan dalam penelitian ini diterima. Hasil penelitian menunjukkan bahwa kualitas makanan berpengaruh secara parsial terhadap kepuasan pelanggan tetapi tidak signifikan; kualitas pelayanan berpengaruh secara parsial terhadap kepuasan pelanggan secara signifikan; harga berpengaruh secara parsial terhadap kepuasan pelanggan secara signifikan; dan kualitas makanan, kualitas pelayanan, dan harga secara simultan berpengaruh signifikan terhadap kepuasan pelanggan. Disarankan agar Pondok Telaga Ikan meningkatkan kualitas makanannya dengan meningkatkan kontrol kualitas dapur, melakukan uji panel makanan, dan menghindari penggunaan bahan yang kedaluwarsa. Dalam hal kualitas pelayanan, restoran dapat menerapkan pelatihan yang tepat, dan menjaga kualitas barang berwujud yang diberikan kepada pelanggan. Dari segi harga, restoran dapat menganalisis harga pasar dan menetapkan harga secara strategis dengan melakukan promosi baik itu happy hour dining, pembayaran diskon dengan kartu, atau voucher sehingga pelanggan dapat kembali lagi ke restoran.

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