The influence of menu variation, e-word of mouth, and store atmosphere toward customer satisfaction at The Thirty-Six Cafe Multatuli, Medan

Veriessa, Veriessa (2023) The influence of menu variation, e-word of mouth, and store atmosphere toward customer satisfaction at The Thirty-Six Cafe Multatuli, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

As the development of F&B businesses advanced, the number of cafés and restaurants in Medan has increased and business tries to adapt to the increasing demand by creating unique innovations that can attract customer attention. The Thirty-Six Café is one of the most popular cafés serving the style of international dishes with local fusion. However, in recent years, it can be found that there are increasing google reviews of menu variations of taste that are not as expected and long food preparation and uncomfortable store atmosphere which shows a decrease in customer satisfaction. The objective for this research is to investigate the influence of menu variation (X1), e-word of mouth (X2) and store atmosphere (X3) towards customer satisfaction at The Thirty-Six Café Multatuli, Medan. The research design implements quantitative type of research with descriptive and causal methods. Primary data is collected by distributing online questionnaires to respondents. E-books and journals also serve as a reference in collecting secondary data. The population of this research are customers who have visited The Thirty-Six Café Multatuli, Medan this year with sample size of 97 respondents which have been collected through convenience sampling method. Several data analysis methods that are used include instrument tests, descriptive statistics, classical assumption tests, multiple linear regression tests and hypothesis tests. The research results revealed that menu variation, e-word of mouth and store atmosphere partially and simultaneously have influence toward customer satisfaction. The coefficient of the determination test shows that these three independent variables influence 58.7% toward the dependent variable. As a recommendation, The Thirty-Six Café should be more efficient in preparing food, implementing marketing strategies that create positive e-word of mouth and considering extending space to improve the store atmosphere. / Seiring perkembangan bisnis F&B, jumlah kafe dan restoran di Medan semakin bertambah dan para pelaku bisnis berusaha beradaptasi sesuai peningkatan permintaan dengan menciptakan inovasi unik yang dapat menarik perhatian pelanggan. The Thirty-Six Café merupakan salah satu kafe populer yang menyajikan hidangan internasional dengan perpaduan lokal. Namun, dalam beberapa tahun terakhir, ditemukan adanya peningkatan google review mengenai variasi menu dari rasa yang tidak sesuai dengan yang diharapkan, persiapan makanan yang lama dan suasana toko yang tidak nyaman, masalah ini menunjukkan penurunan kepuasan pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh variasi menu (X1), e-word of mouth (X2) dan suasana toko (X3) terhadap kepuasan pelanggan di The Thirty-Six Café Multatuli, Medan. Desain penelitian kuantitatif diterapkan dengan metode deskriptif dan kausal. Data primer dikumpulkan dengan menyebarkan kuesioner online kepada responden. E-book dan jurnal menjadi acuan dalam pengumpulan data sekunder. Populasi dari penelitian ini adalah pelanggan yang pernah mengunjungi The Thirty- Six Café Multatuli, Medan pada tahun ini dan jumlah sampel sebanyak 97 responden dikumpulkan melalui metode convenience sampling. Beberapa metode analisis data yang digunakan antara lain uji instrumen, statistik deskriptif, uji asumsi klasik, uji regresi linier berganda dan uji hipotesis. Hasil penelitian menunjukkan bahwa variasi menu, e- word of mouth dan suasana toko secara parsial dan simultan memiliki pengaruh terhadap kepuasan konsumen. Uji koefisien determinasi menunjukkan bahwa ketiga variabel independen berpengaruh sebesar 58,7% terhadap variabel dependen. Sebagai rekomendasi, The Thirty-Six Café harus lebih efisien dalam menyiapkan makanan, menerapkan strategi pemasaran yang menciptakan e-word of mouth yang positif dan mempertimbangkan renovasi untuk memperluas ruangan agar meningkatkan kenyamanan suasana toko.

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