the effect of customer experience and customer satisfaction toward revisit intention at Hot Hot Pot Restaurant, Medan.

Lukman, Michella (2023) the effect of customer experience and customer satisfaction toward revisit intention at Hot Hot Pot Restaurant, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hot Hot Pot Restaurant is one of the Steamboat restaurants in Medan City. On the decline in revenue, which shows that in this case, consumer interest in returning to visit the Hot Hot Pot Restaurant has decreased. consumers have not had a pleasant experience after visiting the Hot Hot Pot Restaurant. This is because consumers still have negative reviews of the services provided. Consumers state that in terms of service, they have not been able to receive good service from the Hot Hot Pot Restaurant in terms of the food served, the price which is considered quite expensive, and the service of employees who are still impolite when communicating with consumers. The purpose of this study was to determine the effect of customer experience and customer satisfaction on revisit intention. This research was conducted using quantitative, descriptive, and causal methods. The population used is all Hot Hot Pot Restaurant consumers and the sample size is 150 respondents using convenience sampling. The test has passed the validity, reliability, classical assumption tests of normality, multicollinearity, and heteroscedasticity test. The results showed that customer experience and customer satisfaction have a positive and significant effect on interest in visiting again partially and simultaneously so hypotheses H1, H2, H3 are accepted. The coefficient of determination is 39.3% and the remaining 60.7% is influenced by other variables not examined. Recommendations for Hot Hot Pot Restaurant are to provide an attractive and comfortable interior design, a good quality and regularly updated food menu, and improve the quality of service and quality of food provided./Hot Hot Pot Restaurant merupakan salah satu restoran Steamboat di Kota Medan. Pada pendapatan kembali menurun yang menunjukkan bahwa dalam hal ini minat konsumen untuk kembali berkunjung ke Restoran Hot Hot Pot mengalami penurunan. konsumen belum mendapatkan pengalaman yang menyenangkan setelah berkunjung ke Restoran Hot Hot Pot. Hal ini dikarenakan konsumen masih memiliki ulasan negatif dalam pelayanan yang diberikan. Konsumen menyatakan bahwa dari segi pelayanan, mereka belum dapat menerima pelayanan yang baik dari Restoran Hot Hot Pot dari segi makanan yang disajikan, harga yang dirasa cukup mahal dan pelayanan karyawan yang masih kurang sopan saat berkomunikasi dengan konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengalaman pelanggan dan kepuasan konsumen terhadap minat berkunjung kembali. Penelitian ini dilakukan dengan menggunakan metode kuantitatif, deskriptif dan kausal. Populasi yang digunakan adalah seluruh konsumen Hot Hot Pot Restaurant dan jumlah sampel sebanyak 150 responden dengan menggunakan convenience sampling. Pada pengujian sudah melewati uji validitas, reliabilitas, uji asumsi klasik dari uji normalitas, multikolinearitas dan heterokedastisitas. Hasil penelitian menunjukkan bahwa pengalaman pelanggan dan kepuasan konsumen berpengaruh positif dan signifikan terhadap minat berkunjung kembali secara parsial dan simultan sehingga hipotesis H1, H2, H3 diterima. Pada koefisien determinasi sebesar 39.3% dan sisanya 60.7% dipengaruhi oleh variabel lain yang tidak diteliti. Rekomendasi untuk Restoran Hot Hot Pot adalah memberikan desain interior yang menarik dan nyaman, menu makanan berkualitas baik dan diperbarui secara teratur dan meningkatkan kualitas layanan dan kualitas makanan yang disediakan.

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