the influence of service quality and cafe atmosphere on customer satisfaction at Moscot.co coffeeshop Medan

Maulana, Muhammad Ihsan (2023) the influence of service quality and cafe atmosphere on customer satisfaction at Moscot.co coffeeshop Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Moscot.Co Coffeeshop is a café that focuses on coffeeshop. Customer satisfaction has not been achieved with the many complaints submitted by consumers. This happens because the quality of service is still considered slow, and the cafe atmosphere does not support consumer comfort. The purpose of this study is to examine the effect of service quality and cafe atmosphere on customer satisfaction. If the quality of service is good, it will increase customer satisfaction. The better the product quality, service quality, and store atmosphere provided to consumers; then consumers will be more satisfied when they come to shop. This type of quantitative research with descriptive methods and causal studies was used to analyse a sample of 150 consumers. In sampling using convenience sampling. The questionnaire distribution carried out has passed the validity and reliability tests. The data tested has also passed the normality test, multicollinearity, heteroscedasticity, and multiple linear regression tests. From the hypothesis test, service quality and cafe atmosphere simultaneously and partially have a positive and significant effect on customer satisfaction at Moscot.Co Coffeeshop with a coefficient of determination of 43%. It can be recommended to Moscot.Co Coffeeshop to periodically check and evaluate the condition and availability of tableware, use aroma candles or diffusers to add additional aroma to the room and create a loyalty programme for customers.-Moscot.Co Coffeeshop merupakan salah satu café yang berfokus pada coffeeshop. Pada kepuasan konsumen belum tercapai dengan masih banyaknya komplain yang diajukan oleh konsumen. Hal ini terjadi karena kualitas pelayanan yang masih dinilai lambat dan suasana cafe yang kurang mendukung kenyamanan konsumen. Maksud dari penelitian ini adalah untuk meneliti pengaruh kualitas pelayanan dan suasana kafe terhadap kepuasan konsumen. Jika kualitas pelayanan baik maka akan meningkatkan kepuasan konsumen. Semakin baik kualitas produk, kualitas pelayanan, dan suasana toko yang diberikan kepada konsumen; maka konsumen akan semakin puas saat datang untuk berbelanja. Jenis penelitian kuantitatif dengan metode deskriptif dan studi kausal digunakan untuk menganalisis sampel sebanyak 150 konsumen. Pada pengambilan sampel menggunakan convenience 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. Dari uji hipotesis kualitas pelayanan dan suasana kafe secara simultan dan parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen di Moscot.Co Coffeeshop dengan nilai koefisien determinasi 43%. Dapat direkomendasikan kepada Moscot.Co Coffeeshop untuk secara berkala memeriksa dan mengevaluasi kondisi dan ketersediaan peralatan makan, menggunakan lilin aroma atau diffuser untuk menambahkan aroma tambahan ke ruangan dan membuat program loyalitas untuk pelanggan.

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