the influence of product quality, service quality and store atmosphere on customer satisfaction at Fountain Cafe Cemara Asri

Susanto, Nathalie Eryn (2023) the influence of product quality, service quality and store atmosphere on customer satisfaction at Fountain Cafe Cemara Asri. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Fountain Café Cemara Asri is a café that serves several dishes and desserts such as ice creams, pancakes, and waffles. The purpose of this study is to find out the influence of product quality, service quality, and store atmosphere on customer satisfaction. Customer satisfaction has decreased due to the quality of the products that do not meet the expectations of the customers, inadequate service and poor store layout. This research uses a quantitative design with descriptive statistics and a causal approach. The population in this study was all customers of Fountain Café Cemara Asri. The sample in this study was 150 people using nonprobability sampling with convenience sampling to determine the sample in this study. The conducted dissemination of the questionnaire has passed validity and reliability tests. The tested data also passed normality tests, multicollinearity tests, heteroscedasticity tests, linearity tests and multiple linear regression tests. From the hypothesis test with the results that product quality, service quality and store atmosphere have a simultaneous effect on customer satisfaction From the hypothesis test with the results that product quality, service quality and store atmosphere simultaneously and partially have positive and significant effect on customer satisfaction at Fountain Café Cemara Asri with a coefficient of determination of 43%. It can be recommended to Fountain Café Cemara Asri to using high quality ingredients, keep detailed records for your food safety and improving employee by employee training and improving interior layout. / Fountain Café Cemara Asri adalah café yang menyajikan berbagai hidangan masakan dan makanan penutup seperti es krim,, kue dadar dan wafel. Tujuan dari penelitian ini adalah untuk mencari pengaruh dari kualitas produk, kualitas pelayanan, atmosfer toko terhadap kepuasan pelanggan. Dikarenakan kepuasan pelanggan berkurang karena kualitas produk yang tidak memenuhi ekspektasi pelanggan, servis yang tidak memuaskan dan atmosfer toko yang tidak begitu bagus. Penelitian ini menggunakan metode kuantitatif, statistik deskriptif dan pendekatan kausal. Populasi dari penelitian adalah pelanggan Fountain Café Cemara Asri. Sampel di penelitian adalah sebanyak 150 orang menggunakan sampling non-probabilitas dengan metode convenience sampling untuk menghitung sampel dalam penelitian ini. Penyebaran kuesioner yang dilakukan telah lulus uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinearitas, uji heterodastisitas, uji linieritas dan uji regresi linier berganda. Dari uji hipotesis dengan hasil bahwa kualitas produk, kualitas pelayanan dan suasana toko berpengaruh secara simultan terhadap kepuasan pelanggan. Dari uji hipotesis dengan hasil bahwa kualitas produk, kualitas pelayanan dan suasana toko berpengaruh secara simultan dan parsial memiliki pengaruh positif terhadap kepuasan pelanggan dengan koefisien determinasi 43%. Dapat direkomendasikan kepada Fountain Café Cemara Asri untuk menggunakan bahan-bahan berkualitas tinggi, menyimpan catatan terperinci untuk keamanan makanan Anda dan meningkatkan karyawan melalui pelatihan karyawan dan memperbaiki tata letak interior.

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