The influence of cafe atmosphere and service quality on customer satisfaction at Ox Coffee, Medan.

Nauli, Edward (2021) The influence of cafe atmosphere and service quality on customer satisfaction at Ox Coffee, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

All café owners want to have good customer satisfaction. As OX Coffee, Medan experiences deteriorating customer satisfaction, café owners can increase the quality of café atmosphere and service quality on the café. Café atmosphere and service quality are the two most important factors in a cafe because these two factors have an impact on the cafe to achieve good customer satisfaction. In this research, the writer used a quantitative research design and IBM SPSS Statistics V.25 application. The writer used descriptive and causal research. The sampling technique used is convenience sampling, accidental sampling, and snowball sampling. The population will be all of the customers, due to the nature of business the population is unidentifiable Based on the result of the hypothesis test, café atmosphere and service quality influence customer satisfaction at OX Coffee, Medan, either partially or simultaneously. Moreover, café atmosphere and service quality have a 54.9% influence on customer satisfaction. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, and the equation is Y=1.844+0.233X_1+0.202X_2. The recommendation for the café is the owner must execute café atmosphere and service quality to increase customer satisfaction. Also, the café is recommended to improve the serving time, the lightning, and layout design./Semua pemilik kafe ingin memiliki kepuasan pelanggan yang baik. Seperti pengalaman OX Coffee Medan dalam menurunkan kepuasan pelanggan, pemilik kafe dapat meningkatkan kualitas suasana kafe dan kualitas pelayanan di kafe. Suasana kafe dan kualitas pelayanan merupakan dua faktor terpenting dalam sebuah kafe karena kedua faktor tersebut berdampak pada kafe untuk mencapai kepuasan pelanggan yang baik. Dalam penelitian ini penulis menggunakan desain penelitian kuantitatif dan aplikasi IBM SPSS Statistics V.25. Penulis menggunakan penelitian deskriptif dan kausal. Teknik pengambilan sampel yang digunakan adalah convenience sampling, accidental sampling, dan snowball sampling. Populasi akan menjadi semua pelanggan, karena sifat bisnis populasi tidak dapat diidentifikasi Berdasarkan hasil uji hipotesis, suasana kafe dan kualitas pelayanan berpengaruh terhadap kepuasan pelanggan pada OX Coffee Medan, baik secara parsial maupun simultan. Selain itu, suasana kafe dan kualitas layanan memiliki pengaruh 54,9% terhadap kepuasan pelanggan. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah Y=1.844+0.233X_1+0.202X_2. Saran bagi pihak kafe adalah pemilik kafe harus menjalankan suasana kafe dan kualitas pelayanan untuk meningkatkan kepuasan pelanggan. Selain itu, kafe disarankan untuk meningkatkan waktu penyajian, pencahayaan, dan desain tata letak.

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