the influence of price, promotion and service quality towards customer satisfaction at kebun coffee shop

Yang, Jackson (2023) the influence of price, promotion and service quality towards customer satisfaction at kebun coffee shop. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Medan is the city of culinary where many F&B stores open everywhere in the city. One of them is Kebun coffee shop that takes vegetarian and garden as its concepts. The vegetarian shop has challenges surviving among the other stores therefore customersatisfaction isimportant hence, it will be studied in this research. The research purpose is to investigate if price, promotion and service quality have influence on customer satisfaction. The sample taken from the population usingonline questionnaire with the total of 97 respondents where it is collected using convenience and accidental sampling. This research uses quantitative, descriptive and causal methods. The testused in this research are research instrument test, descriptive analysis, classical assumption test, multiple linear regression analysis, hypothesis testing and coefficient of determination. The coefficient of determination shows the result of 74.1% which indicates that price, promotion and service quality has high influence on customer satisfaction at Kebun coffee shop. This research shows that price has no partial influence on customer satisfaction while promotion and service quality have partialinfluence on customer satisfaction. Furthermore, all independent variables simultaneously influence customer satisfaction. The writer recommends Kebun coffee shop to reassure ingredients quality, improve product presentation, endorse food blogger and content creator, review sop, and lastly supervisor as problem solver. / Medan adalah kota kuliner dimana banyak toko F&B buka dimana-mana di kota ini. Salah satunya adalah Kebun coffee shop yang mengambil vegetarian dan taman sebagai konsepnya. Toko vegetarian memiliki tantangan untuk bertahan di antara toko-toko lain sehingga kepuasan pelanggan menjadi penting oleh karena itu akan dipelajari dalam penelitian ini. Tujuan penelitian ini adalah untuk mengetahui apakah harga, promosi dan kualitas pelayanan berpengaruh terhadap kepuasan pelanggan. Sampel diambil daripopulasi dengan menggunakan kuesioner online dengan jumlah 97 responden yangdikumpulkan dengan convenience dan accidental sampling. Penelitian ini menggunakan metode kuantitatif, deskriptif dan kausal. Pengujian yang digunakan dalam penelitian ini adalah uji instrumen penelitian, analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda, pengujian hipotesis dan koefisien determinasi. Koefisien determinasi menunjukkan hasil sebesar 74,1% yang menunjukkan bahwa harga, promosi dan kualitas pelayanan berpengaruh tinggi terhadap kepuasan pelanggan pada Kebun coffee shop. Penelitian ini menunjukkan bahwa harga tidak berpengaruh secara parsial terhadap kepuasan pelanggan sedangkan promosi dan kualitas pelayanan berpengaruh secara parsial terhadap kepuasan pelanggan. Lebih lanjut, semua variabel bebas secara simultan berpengaruh terhadap kepuasan pelanggan. Penulis merekomendasikan Kebun coffee shop untuk memastikan kualitas bahan, meningkatkan presentasi produk, mendukung blogger makanan dan pembuat konten, mengulas sop, dan terakhir pengawas sebagai pemecah masalah.

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