The service quality of bartender and ambience of bar in affecting customer satisfaction at Violet Bar Grand Mercure Medan Angkasa Hotel

Jesselin, Jesselin (2023) The service quality of bartender and ambience of bar in affecting customer satisfaction at Violet Bar Grand Mercure Medan Angkasa Hotel. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customer satisfaction is described as an indicator of how satisfied consumers are with the goods and services offered by a company. Customer satisfaction data, such as surveys and ratings, may assist a firm in determining how to enhance or adjust its products and services. The research is being undertaken at Grand Mercure Medan Angkasa Hotel’s Bar, namely Violet Bar to determine and analyze the influence of Service Quality and Ambience on Customer Satisfaction. If the quality-of-service and ambience increases, consumer satisfaction will increase. The writer used a quantitative technique and causal analysis in this study, with all Violet Bar customers as the population and 100 respondents. This study relies on primary data from questionnaires distributed to Violet Bar clients. The questionnaire distribution carried out has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results of the study show that service bartender and ambience simultaneously have a positive and significant effect on customer satisfaction with a coefficient of determination of 54%. Service bartender and ambience partially have a positive and significant effect on customer satisfaction. Therefore, hypothesis alternative (Ha) is accepted, indicating that bartender service and ambience have a major impact on customer satisfaction at Violet Bar. As a result of the recommendations, the company should pay greater attention to bar lighting, tangible, and empathy aspects of bartenders. / Kepuasan pelanggan digambarkan sebagai indikator seberapa puas konsumen terhadap barang dan jasa yang ditawarkan suatu perusahaan. Data kepuasan pelanggan, seperti survei dan pemeringkatan, dapat membantu perusahaan dalam menentukan cara meningkatkan atau menyesuaikan produk dan layanannya. Penelitian ini dilakukan di Bar Hotel Grand Mercure Medan Angkasa yaitu Violet Bar untuk mengetahui dan menganalisis pengaruh Kualitas Pelayanan dan Ambience terhadap Kepuasan Pelanggan. Jika kualitas pelayanan dan suasana meningkat maka kepuasan konsumen akan meningkat. Penulis menggunakan teknik kuantitatif dan analisis kausal dalam penelitian ini, dengan populasi seluruh pelanggan Violet Bar dan 100 responden. Penelitian ini mengandalkan data primer dari kuesioner yang dibagikan kepada klien Violet Bar. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa pelayanan bartender dan ambience secara simultan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dengan koefisien determinasi sebesar 54%. Pelayanan bartender dan ambience secara parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Oleh karena itu hipotesis alternatif (Ha) diterima yang menunjukkan bahwa pelayanan dan suasana bartender berpengaruh besar terhadap kepuasan pelanggan di Violet Bar. Sebagai hasil dari rekomendasi tersebut, perusahaan harus memberikan perhatian lebih besar pada pencahayaan bar, aspek nyata, dan empati para bartender.

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