the effect of product quality, service quality, and price on customer satisfaction at La Maison - Biduk Branch, Medan

Goviani, Crystal (2023) the effect of product quality, service quality, and price on customer satisfaction at La Maison - Biduk Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, many food and beverage businesses have emerged, and one of them is the pastry business, causing competition in this industry to become increasingly stringent. Therefore, it requires business owners to be able to increase customer satisfaction and win the competition. The research was conducted at La Maison – Biduk Branch, Medan which is a popular patisserie in Medan. The aim of this research is to know the effect of Product Quality, Service Quality, and Price on Customer Satisfaction at La Maison – Biduk Branch, Medan. There are four hypothesis in this research. The independent variables in this research are product quality (X1), service quality (X2), and price (X3), while the dependent variable is customer satisfaction (Y). This research used the quantitative method including the descriptive research and causal research with convenience sampling as the sampling technique. The population of this research is the customers of La Maison – Biduk Branch, Medan with a total sample size of 145 respondents. The results showed that product quality, service quality, and price partially and simultaneously affect customer satisfaction at La Maison – Biduk Branch, Medan. The recommendation for the company is to maintain the consistency of taste, size and texture of each products, do more research about people's preferences and prices, develop desserts that contain collagen, and giving a feedback form to customers. / Saat ini banyak bisnis makanan dan minuman telah muncul, dan salah satunya adalah bisnis kue kering, menyebabkan persaingan di industri ini menjadi semakin ketat. Oleh karena itu, pemilik bisnis dibutuhkan untuk dapat meningkatkan kepuasan pelanggan dan memenangkan persaingan. Penelitian ini dilakukan di La Maison – Cabang Biduk, Medan yang merupakan salah satu toko kue populer di Medan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, kualitas pelayanan, dan harga terhadap kepuasan pelanggan di La Maison – Cabang Biduk, Medan. Terdapat empat hipotesis dalam penelitian ini. Variabel bebas dalam penelitian ini adalah kualitas produk (X1), kualitas pelayanan (X2), dan harga (X3), sedangkan variabel terikatnya adalah kepuasan pelanggan (Y). Penelitian ini menggunakan metode kuantitatif termasuk penelitian deskriptif dan penelitian kausal dengan convenience sampling sebagai teknik sampling. Populasi penelitian ini adalah pelanggan La Maison – Cabang Biduk, Medan dengan jumlah sampel sebanyak 145 responden. Hasil penelitian menunjukkan bahwa kualitas produk, kualitas pelayanan, dan harga secara parsial dan simultan berpengaruh terhadap kepuasanpelanggan di La Maison – Cabang Biduk, Medan. Rekomendasi untuk perusahaan adalah untuk mempertahankan konsistensi rasa, ukuran, dan tekstur produk, melakukan penelitian lebih banyak tentang preferensi orang dan harga, memastikan karyawan melakukan SOP dan melatih mereka, mengembangkan dessert yang mengandung kolagen, dan memberikan formulir masukan kepada pelanggan.

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