the effect of store atmosphere, food quality, and service quality towards customer satisfaction at Restoran Pohon Pisang Medan

Michael, Michael (2023) the effect of store atmosphere, food quality, and service quality towards customer satisfaction at Restoran Pohon Pisang Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Restoran Pohon Pisang is a restaurant that provides Indonesian specialities. In the restaurant atmosphere, consumers still complain that it is poorly maintained, uncomfortable, and unhygienic. In the quality of food, consumers are still found complaining about the poor taste of the food menu, small portions and inconsistency in the flavours offered. In the quality of service there are still complaints from consumers in slow service from employees. This has decreased customer satisfaction. The purpose of this study is to examine the effect of restaurant atmosphere, food quality and service quality on customer satisfaction. Restaurant atmosphere and service quality on customer satisfaction are positive, meaning that store atmosphere increases and service quality increases, it can increase customer satisfaction. In terms of restaurants, better food quality will provide higher customer satisfaction. This type of quantitative research with descriptive methods and causal studies is used to analyse a sample of 90 consumers. In sampling using non probability sampling. The questionnaire distribution has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The result of this research show that store atmosphere, food quality, service quality simultaneously and partially has positive and significant effect on customer satisfaction at Banana Tree Restaurant with a coefficient of determination of 49.5%. It can be recommended to restoran pohon pisang to make a distinguishing characteristic of the menu name compared to other restaurants, provide a wide selection of dishes, recognise and reward good performance, and pay attention to the presentation of the food served./ Restoran Pohon Pisang merupakan restoran yang menyediakan masakan khas Indonesia. Pada suasana restoran, konsumen masih mengeluhkan bahwa kurang terawat, tidak nyaman, dan tidak higienis. Pada kualitas makanan di masih ditemukan konsumen yang mengeluhkan menu makanan yang kurang enak dari rasa, porsi yang kecil dan tidak konsisten dalam rasa yang ditawarkan. Pada kualitas pelayanan masih terdapat keluhan dari konsumen dalam pelayanan yang lambat dari karyawan. Hal ini membuat kepuasan konsumen mengalami penurunan. Maksud dari penelitian ini adalah untuk meneliti pengaruh suasana restoran, kualitas makanan dan kualitas pelayanan terhadap kepuasan konsumen. Suasana restoran dan kualitas pelayanan terhadap kepuasan konsumen bernilai positif, artinya store atmosphere meningkat dan kualitas pelayanan meningkat, maka dapat meningkatkan kepuasan konsumen. Dalam hal restoran, kualitas makanan yang lebih baik akan memberikan kepuasan konsumen yang lebih tinggi. Jenis penelitian kuantitatif dengan metode deskriptif dan studi kausal digunakan untuk menganalisis sampel sebanyak 90 konsumen. Pada pengambilan sampel menggunakan non probability sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinieritas, heteroskedastisitas, dan uji regresi linier berganda. Hasil dari penelitian menunjukkan suasana restoran, kualitas makanan, kualitas pelayanan secara simultan dan parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen di Restoran Pohon Pisang dengan nilai koefisien determinasi 49.5%. Dapat direkomendasikan kepada Restoran Pohon Pisang untuk membuat karakteritsik yang membedakan dari nama menu dibandingkan restoran lain, menyediakan berbagai pilihan piring, mengenali dan menghargai kinerja yang baik, dan memperhatikan presentasi makanan yang disajikan.

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