The effect of store atmosphere and menu variation towards customer satisfaction at Coffein Coffee Tebing Tinggi

Chuandry, Chatrine (2024) The effect of store atmosphere and menu variation towards customer satisfaction at Coffein Coffee Tebing Tinggi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Coffein Cafe is a cafe with the concept of Indonesian food in Tebing Tinggi City. The restaurant experiences complaints about service from visiting consumers. There are several factors that cause complaints, one of which is the restaurant atmosphere and menu variations. The condition of the parking space and the rather hot atmosphere of the restaurant are still complaints from consumers. In the menu variations provided are more dominant in rice and noodle food as heavy food and less diverse so that consumers have less choice. The purpose of this study was to determine the effect of cafe atmosphere and menu variations on customer satisfaction. This research was conducted using quantitative, descriptive and causal methods. The population used was all Coffein Cafe consumers and the sample size was 97 respondents using convenience sampling. The data analysis technique was carried out with SPSS on validity, reliability, classical assumption tests, multiple linear regression and hypothesis testing. The results of hypothesis testing show that the cafe atmosphere and menu variations have a positive and significant effect on customer satisfaction partially and simultaneously so that hypotheses H1, H2, H3, are accepted. The coefficient of determination is 50% and the rest is influenced by other variables not examined. Recommendations for Coffein Cafe are to increase the appearance of the cafe and decorations to have a more attractive atmosphere, ensure that every food served is always available and create consumer complaint data so that it can evaluate the services provided./ Coffein Cafe merupakan cafe dengan konsep makanan Indonesia di Kota Tebing Tinggi. Restoran mengalami keluhan mengenai pelayanan dari konsumen yang berkunjung. Adapun beberapa faktor yang mengakibatkan keluhan salah satunya adalah suasana restoran dan variasi menu. Kondisi ruangan parkir dan suasana restoran yang agak panas masih menjadi keluhan konsumen. Pada variasi menu yang disediakan lebih dominan pada makanan nasi dan mie sebagai makanan berat dan kurang beragam sehingga konsumen kurang memiliki pilihan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh suasana kafe dan variasi menu terhadap kepuasan konsumen. Penelitian ini dilakukan dengan menggunakan metode kuantitatif, deskriptif dan kausal. Populasi yang digunakan adalah seluruh konsumen Coffein Cafe dan jumlah sampel sebanyak 97 responden dengan menggunakan convenience sampling. Teknik analisis data dilakukan dengan SPSS pada uji validitas, reliabilitas, uji asumsi klasik, analisis regresi berganda dan uji hipotesis. Hasil pengujian hipotesis menunjukkan bahwa suasana kafe dan variasi menu berpengaruh positif dan signifikan terhadap kepuasan konsumen secara parsial dan simultan sehingga hipotesis H1, H2, H3, diterima. Pada koefisien determinasi sebesar 50% dan sisanya dipengaruhi oleh variabel lain yang tidak diteliti. Rekomendasi untuk Coffein Cafe adalah menambah penampilan cafe dan dekorasi agar memiliki suasana yang lebih menarik, memastikan setiap makanan yang disajikan selalu tersedia dan membuat data keluhan konsumen sehingga dapat mengevaluasi pelayanan yang diberikan.

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