The effect of price, service quality, and product quality on customer satisfaction at Kuhi Resto Medan

Ghaliya, Tuhfatul (2024) The effect of price, service quality, and product quality on customer satisfaction at Kuhi Resto Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kuhi is a restaurant that serves a modern tropical concept. Based on the writer's experience and negative customer ratings, Kuhi Resto has a problem of lack customer satisfaction during their operation. This study ascertains how price, service, and product quality impact customer satisfaction at Kuhi Resto Medan. Several variables, such as price, product quality, and service quality, store atmosphere, facility, promotion, location affect customer satisfaction. This study uses a quantitative research design with accidental sampling is used in this study, and the sample size consists of 97 customers of Kuhi Resto Medan. The result of hypothesis testing indicates that price has no effect on customer satisfaction while service quality and product quality have an effect on customer satisfaction at Kuhi Resto Medan. The findings from the F-test show that consumer satisfaction is effected simultaneously by price, product quality, and service quality. The impact show by Y = 0.296 + 0.208 (X1) + 0.230 (X2) + 0.411 (X3) Price, service quality, and product quality are being represented for 71.1 per cent on variable customer satisfaction at Kuhi Resto Medan, according to the coefficient of determination data. The writer suggests that Kuhi Resto Medan should raise the quality of its services by hiring experts in their fields and improving the taste of its products. / Kuhi Resto adalah restoran bernuansa modern tropis. Kuhi Resto memiliki masalah dalam kepuasan pelanggan selama restoran tersebut beroperasi, dilihat dari ulasan negatif dari pelanggan di google serta pengalaman pribadi yang dirasakan oleh penulis. Penelitian ini bertujuan untuk mencari tahu mengenai dampak dari harga, kualitas pelayanan dan kualitas produk terhadap kepuasan pelanggan yang ada di Kuhi Resto Medan. Harga, kualitas pelayanan, kualitas produk, suasna restoran, fasilitas, promosi, lokasi merupakan beberapa variabel yang mempengaruhi kepuasan kepuasan pelanggan. penelitian ini menggunakan teknik kuantitatif dengan pendektan accidental sampling dengan total 97 pelanggan yang sudah pernah mengunjungi Kuhi Resto Medan. Hasil dari hipotesis tes yang dilakukan adalah harga,tidak berpengaruh kepada kepuasan pelanggan, namun kualitas pelayanan dan kualitas produk berpengaruh terhadap kepuasan pelanggan. Temuan dari uji F menunjukkan bahwa kepuasan konsumen secara bersamaan berpengaruh terhadap harga, kualitas pelayanan dan kualitas produk.. pengaruh ini dapat dilihat dari Y = 0.296 + 0.208 (X1) + 0.230 (X2) + 0.411 (X3) menunjukkan jika variabel harga, kualitas pelayanan dan kualitas produk memiliki pengaruh sebesar 71.1% kepada kepuasan pelanggan di Kuhi Resto Medan. Penulis menyarankan agar Kuhi Resto Medan meningkatkan kualitas layanan dengan cara memilih karyawan yang sudah ahli dibidangnya serta meningkatkan rasa kepada kualitas produk yang ada di Kuhi Resto Medan.

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