The influence of physical evidence in service marketing towards customer satisfaction in Wisma Benteng Restaurant Medan

Koeswandy, Anthony (2020) The influence of physical evidence in service marketing towards customer satisfaction in Wisma Benteng Restaurant Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Physical evidence is a part of important factors that influences customer satisfaction. Physical evidence contains many aspects such as interior design, layout, air quality, temperature, lighting, signs, architecture, signage, parking, landscape and exterior designs. All of these factors can influence customer satisfaction. In Wisma Benteng Restaurant Medan, customers tend to complain about the parking space and the signage aspects of the building. Based on this situation, the researcher is interested in conducting a research entitled “The Influence of Physical Evidence towards Customer Satisfaction in Wisma Benteng Restaurant Medan”. This research is conducted in quantitative descriptive analysis method and the data collection method is by using questionnaire, observation and interview with the management of Wisma Benteng Restaurant Medan. The result of this research indicates H1 is accepted, that physical evidence has influence on customer satisfaction at Wisma Benteng Restaurant Medan. It is known by the calculation of t-test where tcount > ttable. Physical Evidence gives influence to customer satisfaction by 28.9% while the remaining 71.1% is influenced by other factors which are not being discussed in this research. Based on this result, the management should find out other factors that can improve customer satisfaction rather than focusing on the physical evidence alone. / Bukti fisik adalah bagian dari faktor penting yang mempengaruhi kepuasan pelanggan. Butki fisik mengandung banyak aspek seperti desain interior, tata letak, kualitas udara, temperatur, pencahayaan, petunjuk arah, arsitektur, petanda, parkir, lanskap udara dan desain eksterior. Semua faktor inilah yang dapat mempengaruhi kepuasan pelanggan. Di Restoran Wisma Benteng Medan, pelanggan cenderung mengeluh tentang tempat parkir dan penunjuk arah. Berdasarkan situasi ini, peneliti tertarik untuk melakukan penelitian berjudul “Pengaruh Bukti Fisik terhadap Kepuasan Pelanggan di Restoran Wisma Benteng Medan”. Penelitian ini dilakukan dalam penelitian kuantitatif dengan menggunakan metode analisis deskriptif dan pengumpulan data yaitu menggunakan kuesioner, observasi dan wawancara dengan manajemen dari Restoran Wisma Benteng Medan. Hasil penelitian menunjukkan H1 diterima, bahwa bukti fisik berpengaruh terhadap kepuasan pelanggan pada Restoran Wisma Benteng Medan. Hal ini diketahui, dengan perhitungan uji-t dimana thitung > ttabel . Bukti fisik memberikan pengaruh terhadap kepuasan pelanggan sebesar 28.9%, sedangkan sisanya 71.1% dipengaruhi oleh faktor lain yang tidak dibahas dalam penelitian ini. Berdasarkan hasil ini, manajemen harus mencari tahu faktor-faktor lain yang dapat meningkatkan kepuasan pelanggan daripada berfokus pada bukti fisik saja.

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