Karya Kompetensi Profesi Pengaruh kualitas makanan dan kewajaraan harga terhadap kepuasan pelanggan generasi milenial di Restoran Ikkudo Ichi Alam Sutera selama masa pandemi COVID-19

Novia, Jessica (2021) Karya Kompetensi Profesi Pengaruh kualitas makanan dan kewajaraan harga terhadap kepuasan pelanggan generasi milenial di Restoran Ikkudo Ichi Alam Sutera selama masa pandemi COVID-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Ikkudo Ichi merupakan restoran yang memiliki spesialisasi pada jenis makanan mie yang dikenal dengan nama ramen. Pertumbuhan usaha penyediaan makanan dan minuman meningkat yang membuat Ikkudo Ichi menawarkan ramen yang bisa di sesuaikan selera para generasi milenial. Tujuan penelitian ini untuk menganalisa dan menguji pengaruh kualitas makanan dan kewajaran harga restoran Ikkudo Ichi di Alam Sutera mempengaruhi kepuasan pelanggan generasi milenial. Penelitian ini merupakan penelitian. Kuantitatif dengan metode survey. Dalam penelitian ini populasinya merupakan generasi milenial yang berdomisili di area Tangerang dan Jakarta dengan rentan usia 18-38 tahun sebagai pelanggan di Restoran Ikkudo Ichi Alam Sutera. Sampel diambil secara acak sebanyak 200 responden dengan teknik purposive sampling secara daring. Pengumpulan data dilakukan selama masa pandemi COVID- 19 dengan instrumen skala Likert 1-5. Teknik analisis data menggunakan uji instrumen, analisis deskriptif, pengujian hipotesis dengan menggunakan uji validitas, uji reliabilitas, uji koefisien determinasi, uji T dan uji F serta regresi linear berganda, uji asumsi klasik. Data yang diperoleh dianalisis melalui program SPSS versi 25.0 untuk Mac. Hasil penelitian ini menunjukkan bahwa kualitas makanan berpengaruh positif signifikan terhadap kepuasan pelanggan hubungan positif yang signifikan juga terdapat pada kewajaran harga dan kepuasan pelanggan./ Ikkudo Ichi is a restaurant that specializes in noodles, or to be more specific, ramen. The Increase of growth towards food and beverage makes Ikkudo Ichi offer ramen that can be adjusted to the taste of the millennial generation. The purpose of this research is to.analyze and examine the effect of food quality and price fairness of Ikkudo Ichi Restaurants in Alam Sutera affect the satisfaction of the millennial generation customers. This research uses a quantitative approach with survey methods. In this research, the population are millennial generation who live in the Tangerang and Jakarta area with a vulnerable age of 18-38 years as customers at Ikkudo Ichi Alam Sutera Restaurant, samples taken randomly as many as 200 respondents with purposive sampling techniques using online questionnaires. Data collected during the COVID-19 pandemic using Likert scale 1-5 instrument. Data analysis technique using instrument test, descriptive statistics, hypothesis test with validity test, reliability test, coefficient determinant test, with T test and F test also multiple.regression, classical assumption test. Analysis collection data test using the SPSS 25.0 version program for Mac. The results from this study indicate that food quality has a significant positive effect on customer satisfaction. The significant positive relationships were also confirmed between price fairness and customer satisfaction.

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