The importance of service quality towards customer loyalty at Ola Kisat Restaurant Medan

Janice, Janice (2020) The importance of service quality towards customer loyalty at Ola Kisat Restaurant Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The research objectives are: (1) To describe the service quality at Ola Kisat Restaurant Medan; (2) To describe the customer loyalty at Ola Kisat Restaurant Medan; (3) To describe the relationship between service quality towards customer loyalty at Ola Kisat Restaurant Medan. To maintain customer loyalty in any business, service quality is one of the key roles. Therefore, every restaurant needs to provide an excellent service and know their customers’ needs to earn their loyalty. These results highlight the need for more comprehensive studies on how important service quality can be and how to improve it. This research will be focused on customers from Ola Kisat Restaurant Cemara. This research was conducted by using quantitative method. Data used in this research is primary data and secondary data. Data analysis methods used in this research are descriptive statistic, validity test, reliability test, normality test, determination test, analysis of linear regression equation, and T-test. Based on the data analysis, the coefficient of linear regression = 0.470 (positive). This means that service quality (X) has positive influence towards customer loyalty (Y). The value of determination coefficient R2 gives the value of 0.300. This value means that service quality (X) simultaneously influences customer loyalty (Y) by 30%, and the rest of 70% is influenced by other factors. This means, relationship between two variables is low (weak). The result of hypothesis test by using T-Test, the value of tcount = 5.552. It means that hypothesis alternative is accepted because tcount (5.552) > ttable (1.9935). Therefore, service quality has significant influence on customer loyalty at Ola Kisat Restaurant Medan. Some recommendations in this research are: (1) The future researchers are suggested to study and do a research about the price, food quality, restaurant atmosphere, and customer satisfaction in order to find out which factor that has the most significant influence towards customer loyalty; (2) Ola Kisat Restaurant Medan must always strive to improve customer satisfaction, such as provide discount vouchers through Instagram or any special promotions and discounts. / Tujuan dari penelitian ini adalah sebagai berikut: (1) Menjelaskan kualitas pelayanan di Restoran Ola Kisat Medan; (2) Menjelaskan loyalitas pelanggan di Restoran Ola Kisat Medan; (3) Menjelaskan hubungan antara kualitas pelayanan terhadap loyalitas pelanggan di Restoran Ola Kisat Medan. Untuk menjaga loyalitas pelanggan dalam suatu bisnis, kualitas pelayanan adalah salah satu peran kunci utamanya. Karena itu, setiap restoran perlu memberikan pelayanan yang terbaik dan mengetahui kebutuhan pelanggan mereka demi mendapatkan loyalitas mereka. Hal ini membutuhkan studi yang lebih komprehensif tentang bagaimana mendapatkan kualitas pelayanan yang berarti dan bagaimana meningkatkannya. Penelitian ini akan difokuskan pada pelanggan dari Ola Kisat Restaurant Cemara mengenai tanggapan mereka terhadap kualitas pelayanan restoran tersebut. Penelitian ini dilakukan dengan menggunakan metode kuantitatif. Data yang digunakan adalah data primer dan data sekunder. Metode analisis data yang digunakan antara lain: statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji determinasi, analisis persamaan regresi linear, dan uji-T. Berdasarkan hasil data analisis, nilai koefisien regresi linear = 0.470 (positif). Hal ini berarti bahwa kualitas pelayanan (X) memiliki pengaruh yang positif terhadap loyalitas pelanggan (Y). Nilai koefisien determinasi R2 adalah 0.300. Nilai ini berarti bahwa kualitas pelayanan (X) memberikan pengaruh secara simultan terhadap loyalitas pelanggan (Y) sebesar 30% dan sisanya sebesar 70% dipengaruhi oleh faktor lainnya. Hal ini berarti bahwa hubungan antara kedua variabel tersebut tergolong lemah. Hasil uji hipotesis yang dilakukan dengan ujiT, didapatkan nilai Thitung = 5.552. Hal ini berarti bahwa hipotesis alternatif diterima karena thitung (5.552) > ttabel (1.9935). Oleh karena itu, kualitas pelayanan memiliki pengaruh yang signifikan terhadap loyalitas pelanggan di Restoran Ola Kisat Medan. Beberapa rekomendasi di penelitian ini adalah: (1) Untuk peneliti selanjutnya disarankan untuk meneliti tentang harga, kualitas makanan, atmosfer restoran, dan kepuasan pelanggan demi mengetahui faktor mana yang paling berpengaruh terhadap loyalitas pelanggan; (2) Ola Kisat Restaurant Medan harus mampu untuk lebih meningkatkan kepuasan pelanggan, misalnya memberikan voucher diskon melalui Instagram atau promosi spesial dan diskon lainnya.

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