Analysis of the influence of food quality, service quality and store atmosphere on customer satisfaction at The Cafe House

Wijaya, Angeline (2024) Analysis of the influence of food quality, service quality and store atmosphere on customer satisfaction at The Cafe House. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The food and beverage industry, such as cafes, is growing rapidly in Indonesia. Building a business in the F&B field requires paying attention to every quality to fulfill customer satisfaction. Customer satisfaction can be influenced by factors such as food quality, services provided, cafe atmosphere, etc. The Cafe House has been one of the cafes in Binjai since 2013. The Cafe House has served satisfying food quality for customers with various menus. The Cafe House provide excellent customer service and offers a comfortable cafe atmosphere. The purpose of the research is to identify the problems that happen at The Cafe House in terms of food quality, service quality, and cafe atmosphere that can influence customer satisfaction at The Cafe House. The problem faced were that some customers receive food quality that does not meet the standards, and customers are less satisfied with the services provided by The Cafe House and the parking area is not spacious. Quantitative research was conducted using descriptive and causal methods. The data was collected by spreading questionnaires and analyzing 84 samples to test normality, multicollinearity, heteroscedasticity, linearity, multiple linear regression, and F and T-tests. The results show that food quality influences customer satisfaction at The Cafe House, while service quality and cafe atmosphere do not affect customer satisfaction. Recommendations to The Café House are increasing nutritious food ingredients, enhancing fast customer service, ensuring servers always have a pleasing smile, expanding the parking area, and creating an attractive atmosphere./ Industri pada bidang Food and Beverages seperti café sangat berkembang pesat di Indonesia sekarang. Dalam membangun bisnis pada bidang F&B perlu memperhatikan setiap kualitas untuk dapat memenuhi Kepuasaan Pelanggan. Kepuasaan Pelanggan dapat dipengaruhi oleh beberapa aspek seperti kualtias makanan, layanan yang diberikan, suasana cafe dan lainnya. The Cafe House adalah salah satu cafe yang berdiri di Binjai sejak 2013. The Cafe House menyajikan kualitas makanan yang memuaskan bagi pelanggan dengan berbagai macam menu. The Cafe House dapat melayani dengan baik kepada pelanggan dan memiliki suasana café yang nyaman. Tujuan dari penelitian adalah untuk melihat bagaimana kualitas makanan, kualitas layanan dan suasana cafe yang dapat mempengaruhi kepuasaan pelanggan di The Cafe House. Permasalahan yang didapatkan adalah beberapa pelanggan menerima kualitas makanan yang tidak memenuhi standard,pelanggan yang kurang puas terhadap pelayanan yang diberikan oleh The Cafe House dan area parkir kurang luas. Penelitian kuantitatif dengan metode deskriptif dan kausal. Pengumpulan data ini dengan menyebarkan kuesioner dan menganalisis 84 sampel untuk dilakukan uji normalitas, multikolinearitas, heteroskedastisitas, linearitas, regresi linear berganda, uji F, dan uji T. Hasil menunjukkan bahwa kualitas makanan memiliki pengaruh terhadap kepuasaan pelanggan di The Cafe House, sedangkan kualitas pelayanan dan suasana cafe tidak mememiliki pengaruh terhadap kepuasaan pelanggan. Rekomendasi kepada The Café House adalah meningkatkan penggunaan bahan makanan yang memiliki nutrisi, meningkatkan pelayanan yang memuaskan bagi pelanggan, meluaskan area parkir kepada customer dan menciptakan suasana yang memuaskan kepada customer.

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