The influence of service quality, price fairness and store atmosphere towards customer satisfaction at the Dining Room, the Sanchaya Bintan

Roosaris, Angeline (2024) The influence of service quality, price fairness and store atmosphere towards customer satisfaction at the Dining Room, the Sanchaya Bintan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The business competition in the F&B industry is becoming increasingly fierce, followed by developments over time, causing changes in human lifestyles. Therefore, to be able to maintain the existence of a business, it requires the ability to adapt to new changes so that it can meet customer satisfaction. This research aims to determine the relationship between service quality, price fairness and store atmosphere towards customer satisfaction at The Dining Room, The Sanchaya Bintan. This research used a quantitative approach with descriptive and causal analysis. The data collection technique is a non-probability sampling method, which is convenient sampling through a questionnaire survey instrument. The number of samples in the research was 97 respondents who were customers of The Dining Room, The Sanchaya Bintan. Data analysis was carried out using SPSS data processing software. The results of the research show that service quality has an influence on customer satisfaction, price fairness has an influence on customer satisfaction and store atmosphere has an influence on customer satisfaction. The three variables, including service quality, price fairness and store atmosphere, simultaneously influence customer satisfaction./ Persaingan bisnis dalam industri F&B menjadi semakin ketat yang diikuti dengan perkembangan zaman menyebabkan terjadinya perubahan pada gaya hidup manusia. Oleh karena itu, untuk dapat mempertahankan eksistensi suatu bisnis diperlukan kemampuan beradaptasi terhadap perubahan yang baru sehingga dapat memenuhi kepuasaan pelanggan. Tujuan dari penelitian ini adalah untuk menemukan hubungan antara kualitas pelayanan, keadilan harga dan suasana toko terhadap kepuasan pelanggan di The Dining Room, The Sanchaya Bintan. Metode yang digunakan pada penelitian ini adalah penelitian kuantitatif dengan analisis deskriptif dan kausal. Teknik pengumpulan data adalah dengan metode non probability sampling yaitu convenience sampling melalui instrumen survei kuisioner. Jumlah sampel pada penelitian adalah sebanyak 97 responden yang merupakan pelanggan dari The Dining Room, The Sanchaya Bintan selama 2 minggu periode pengumpulan. Analisa data dilakukan dengan menggunakan software pengolahan data SPSS. Hasil dari penelitian menunjukkan bahwa kualitas pelayanan memberi pengaruh terhadap kepuasan pelanggan, keadilan harga memberi pengaruh terhadap kepuasan pelanggan dan susana toko memberi pengaruh terhadap kepuasan pelanggan. Ketiga variable yaitu kualitas pelayanan, keadilan harga dan suasana toko secara simultan berpengaruh terhadap kepuasan pelanggan.

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