The effect of service quality and advertising toward consumer satisfaction of Odette Resto & Cafe vegetarian

Florencia, Selina (2024) The effect of service quality and advertising toward consumer satisfaction of Odette Resto & Cafe vegetarian. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

There are a number of culinary places in the city of Medan, one of which is Odette Resto & Cafe Vegetarian. Odette Resto & Cafe Vegetarian is a place to eat specifically for vegetarian consumers. Odette Resto & Cafe Vegetarian is located on Jalan Bakaran Batu No. 19 AA, Medan. Odette Resto & Cafe Vegetarian is currently experiencing the problem of decreasing satisfaction of consumers who buy its products because there are many consumers who complain indirectly to Odette Resto & Cafe Vegetarian and quite a few also make consumers have to directly complain about the shortcomings of Odette Resto & Cafe Vegetarian because I felt disappointed. The research population that will be used in the study is all consumer who has make a purchase at Odette Resto & Café Vegetarian which is unknown. Because of the unknown population, Lemeshow formula is being used to determine the number of samples in the research, which is as much as 96 samples. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. The results of the study indicate that partially or simultaneously there is a positive and significant influence of service quality and advertising toward consumer satisfaction of Odette Resto & Café Vegetarian. It can be suggested that Odette Resto & Café Vegetarian is advised to be able to increase its service quality and advertising toward consumer satisfaction./ Ada sejumlah tempat kuliner yang ada di Kota Medan, salah satunya adalah Odette Resto & Cafe Vegetarian. Odette Resto & Cafe Vegetarian merupakan tempat makan yang dikhususkan bagi konsumen vegetarian. Odette Resto & Cafe Vegetarian terletak di Jalan Bakaran Batu No. 19 AA, Medan. Odette Resto & Cafe Vegetarian saat ini sedang mengalami permasalahan menurunnya kepuasan konsumen yang membeli produknya karena banyak konsumen yang melakukan komplain secara tidak langsung kepada Odette Resto & Cafe Vegetarian dan tidak sedikit pula yang membuat konsumen harus langsung mengeluhkan kekurangan dari Odette Resto & Kafe Vegetarian karena saya merasa kecewa. Populasi penelitian yang akan digunakan dalam penelitian adalah seluruh konsumen yang pernah melakukan pembelian di Odette Resto & Café Vegetarian yang tidak diketahui. Karena populasinya tidak diketahui maka digunakan rumus Lemeshow untuk menentukan jumlah sampel dalam penelitian yaitu sebanyak 96 sampel. Penyebaran kuesioner telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan terdapat pengaruh positif dan signifikan kualitas pelayanan dan periklanan terhadap kepuasan konsumen Odette Resto & Café Vegetarian. Saran yang dapat diberikan kepada Odette Resto & Café Vegetarian agar dapat meningkatkan kualitas pelayanan dan periklanannya terhadap kepuasan konsumen.

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