The effect of service quality towards customer satisfaction satisfaction at Coffee Locale Medan

Lauren, William (2022) The effect of service quality towards customer satisfaction satisfaction at Coffee Locale Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Coffee Locale Medan is one of the coffee shops in Medan City. Customer satisfaction is the main thing that is important. The aim of this study is also to see the effect of service quality on purchasing decisions at Coffee Locale. The complaints submitted are due to unresponsive service, inactive employees, less conducive café room conditions, and long menus when ordered. This causes a decrease in customer satisfaction visiting. This study uses a quantitative design with a descriptive and causal approach. The population in this study was all Coffee Locale customers. The sample in this study amounted to 100 people, and it was determined using convenience sampling and non-probability sampling. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test, linearity test, heteroscedasticity test, and multiple linear regression test. From the hypothesis test, we found that service quality has a positive and significant effect on customer satisfaction. It can be recommended to Coffee Locale Medan to improve service by providing updates on menu order times and also conducting surveys on customer satisfaction as material for evaluation and improvement in the future. / Coffee Locale Medan merupakan salah satu coffee shop yang berada di Kota Medan. Kepuasan pelanggan menjadi hal utama yang sangat penting. Tujuan penelitian ini juga untuk melihat pengaruh dari kualitas pelayanan terhadap keputusan pembelian pada Coffee Locale. Pada keluhan yang diajukan terjadi karena pelayanan yang kurang responsif, karyawan yang tidak aktif, kondisi ruangan café yang kurang kondusif dan menu yang lama keluar ketika dipesan menjadi keluhan dari konsumen. Hal ini menyebabkan adanya penurunan kepuasan konsumen yang berkunjung. Penelitian ini menggunakan desain kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini adalah semua pelanggan Coffee Locale. Sampel dalam penelitian ini berjumlah 100 orang menggunakan nonprobability sampling dengan convenience sampling untuk menentukan sampel dalam penelitian ini. Penyebaran kuesioner yang dilakukan telah lulus uji validitas dan keandalan. Data yang diuji juga lulus uji normalitas, tes linearitas, heterokedastisitas, uji linearitas dan uji regresi linier berganda. Dari uji hipotesis dengan hasil bahwa kualitas pelayanan berpengaruh terhadap kepuasan pelanggan secara positif dan signifikan. Dapat direkomendasikan ke Coffee Locale Medan untuk meningkatkan pelayanan dari memberikan update terhadap waktu pesanan menu dan juga melakukan survei terhadap kepuasan pelanggan sebagai bahan evaluasi dan perbaikan di masa mendatang.

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