The influence of product quality, service quality, and store atmosphere on customer satisfaction at Joko Solo Restaurant - Merak Jingga Branch, Medan.

Jessica, Angel (2023) The influence of product quality, service quality, and store atmosphere on customer satisfaction at Joko Solo Restaurant - Merak Jingga Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, business competition is getting tighter in the era of globalization, especially in the food and beverage industry. To maintain business continuity, customer satisfaction is the main key for a business person. Joko Solo Restaurant - Merak Jingga Branch, Medan experienced a decline in customer satisfaction which can be seen on Google reviews. This was suspected due to product quality, service quality and store atmosphere. The purpose of this research is to determine the influence of product quality, service quality and store atmosphere on customer satisfaction at Joko Solo Restaurant - Merak Jingga Branch, Medan. In this research, the writer used quantitative research methods. The sampling technique used to collect samples was convenient sampling. The population of this study were customers who had visited Joko Solo Restaurant - Merak Jingga Branch, Medan, with a sample size of 98 respondents. Previously, thedata was tested using validity and reliability tests after being distributed to 30 respondents. The research results were obtained using SPSS V.25 by conducting the classical assumption test, Multiple linear regression test, coefficient of determination test, and hypothesis test. The research results show that product quality and store atmosphere partially influence customer satisfaction, while service quality does not influence customer satisfaction. Product quality, service quality and shop atmosphere simultaneously have an influence on customer satisfaction at Joko Solo Restaurant - Merak Jingga Branch, Medan. / Persaingan dunia bisnis semakin ketat di era globalisasi ini, khususnya pada industri makanan dan minuman. Untuk mempertahankan kelangsungan usaha, kepuasan pelanggan menjadi kunci utama bagi pelaku usaha. Restoran Joko Solo – Cabang Merak Jingga, Medan mengalami penurunan pada kepuasan pelanggan yang dapat dilihat pada google review. Hal ini diduga karena kualitas produk, kualitas layanan, dan suasana toko. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, kualitas pelayanan, dan suasana toko terhadap kepuasan pelanggan di Restoran Joko Solo – Cabang Merak Jingga, Medan. Dalam penelitian ini, penulis menggunakan metode penelitian kuantitatif. Teknik sampling yang digunakan untuk mengumpulkan sampel adalah convenience sampling. Populasi penelitian ini adalah pelanggan yang pernah mengunjungi Restoran Joko Solo – Cabang Merak Jingga, Medan dengan jumlah sampel sebanyak 98 responden. Sebelumnya, data diuji dengan uji validitas dan reliabilitas setelah dibagikan kepada 30 responden. Hasil penelitian diperoleh dengan menggunakan SPSS V.25 dengan melakukan uji asumsi klasik, uji regresi linear berganda, uji koefisien determinasi, dan uji hipotesis. Hasil penelitian menunjukkan bahwa kualitas produk dan suasana toko berpengaruh secara parsial terhadap kepuasan pelanggan, sedangkan kualitas layanan tidak mempengaruhi kepuasan pelanggan. Kualitas produk, kualitas layanan, dan suasana toko secara simultan mempunyai perngaruh terhadap kepuasan pelanggan pada Restoran Joko Solo – Cabang Merak Jingga, Medan.

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