The influence of physical environment aesthetics, food aesthetics, and labor aesthetics toward customer retention; the mediating factor of customer satisfaction at Common Folks Coffee Roasters Multatuli Medan

Tisna, Annarica (2024) The influence of physical environment aesthetics, food aesthetics, and labor aesthetics toward customer retention; the mediating factor of customer satisfaction at Common Folks Coffee Roasters Multatuli Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The food-service landscape is changing as customers want to fulfill more than just their hunger and thirst. Customers now care more about how the place and food looks, so that they can post it on their social media accounts and satisfy their hedonistic desires. The purpose of this research is to find out the influence of physical environment aesthetics (X1), food aesthetics (X2), and labor aesthetics (X3) toward customer retention (Y) through customer satisfaction (Z) at Common Folks Coffee Roasters Multatuli Medan. This research uses quantitative methods. Data is collected through the distribution of Google Forms questionnaire. The population for this research is unknown. Using the Lemenshow formula to determine a minimal sample size of 97 individuals, the resulting sample collected was 99 responses. All data results have successfully passed the validity and reliability tests conducted using SPSS 26. Additionally, data results using SmartPLS 4 have passed both the outer model and inner model tests. However, the P-values for the direct effects of physical environment aesthetics (X1) and food aesthetics (X2) towards customer satisfaction (Z) have insignificant results; indirect effects of physical environment aesthetics (X1) and food aesthetics (X2) towards customer retention (Y) through customer satisfaction (Z) have insignificant results and do not mediate. The recommendations for Common Folks Coffee Roasters based on significant results are to maintain their good performance in labor aesthetics to improve customer satisfaction and customer retention; and maintain good customer satisfaction to improve customer retention. / Lingkungan layanan makanan mengalami perubahan karena pelanggan ingin memenuhi lebih dari sekadar rasa lapar dan haus. Pelanggan sekarang lebih peduli dengan penampilan suatu tempat dan makanan, sehingga mereka dapat mengunggahnya di akun media sosial mereka dan memuaskan keinginan hedonis mereka. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh estetika lingkungan fisik (X1), estetika makanan (X2), dan estetika tenaga kerja (X3) terhadap retensi pelanggan (Y) melalui kepuasan pelanggan (Z) pada Common Folks Coffee Roasters Multatuli Medan. Penelitian ini menggunakan metode kuantitatif. Data dikumpulkan melalui penyebaran kuesioner Google Forms. Populasi untuk penelitian ini tidak diketahui. Dengan menggunakan rumus Lemenshow untuk menentukan jumlah sampel minimal 97 orang, sampel yang terkumpul berjumlah 99 responden. Seluruh hasil data berhasil melewati uji validitas dan reliabilitas yang dilakukan dengan menggunakan SPSS 26. Selain itu, hasil data dengan menggunakan SmartPLS 4 telah lolos uji outer model dan inner model. Namun, nilai P-values untuk pengaruh langsung estetika lingkungan fisik (X1) dan estetika makanan (X2) terhadap kepuasan pelanggan (Z) memiliki hasil yang tidak signifikan; pengaruh tidak langsung estetika lingkungan fisik (X1) dan estetika makanan (X2) terhadap retensi pelanggan (Y) melalui kepuasan pelanggan (Z) memiliki hasil yang tidak signifikan dan tidak menjadi mediasi. Rekomendasi untuk Common Folks Coffee Roasters adalah mempertahankan kinerja yang baik untuk estetika tenaga kerja untuk meningkatkan kepuasan pelanggan dan retensi pelanggan; dan mempertahankan kepuasan pelanggan yang baik untuk meningkatkan retensi pelanggan.

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