Hanlie, Verly Laurencia (2022) The effect of promotion and service quality towards customers satisfaction at Pondok Indah Restaurant, Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Pondok indah restaurant, Medan is a business engaged in the food and
beverage industry. Like many F&B businesses, the restaurant experiences a period
where business in the industry shows a relatively rapid development which resulted
in a bigger competition in the industry. As for competitive advantage, the restaurant
is still lacking in some aspects regarding their ways of promotion and service quality
to be able to gain a competitive advantage in the industry.
Promotion is defined as the sales or special promotion businesses do in a
form of advertisements, discounts and etc. in an attempt to raise the sales of the
business. Service quality is determined by consumers as the user of these services.
These aspects are the pivot that can help Pondok Indah restaurant in fulfilling their
customers’ satisfaction. According to some researchers, there is an effect of both
promotion and service quality toward customers’ satisfaction.
The research is carried out to identify the problems within the business in
order to give recommendations and implications. The research is conducted by using quantitative method and causal study to analyze the sample of 124 customers of
Pondok Indah restaurant. The result from the F-test equals to (193.286 > 3.07) which
indicates that there is a significant effect of promotion and service quality towards
customer satisfaction variable./ Restoran Pondok indah Medan merupakan usaha yang bergerak di bidang
industri makanan dan minuman. Seperti kebanyakan bisnis F&B, restoran mengalami masa dimana bisnis di industri ini menunjukkan perkembangan pesat yang
mengakibatkan persaingan yang lebih besar di industry F&B. Sedangkan untuk
keunggulan bersaing, restoran Pondok Indah masih kekurangan dalam beberapa
aspek mengenai cara promosi dan kualitas pelayanannya untuk dapat memperoleh
keunggulan kompetitif di industri.
Promosi didefinisikan sebagai penjualan atau promosi khusus yang dilakukan bisnis dalam bentuk iklan, diskon dan lain-lain dalam upaya untuk
meningkatkan penjualan bisnis. Kualitas pelayanan ditentukan oleh konsumen sebagai pengguna jasa tersebut. Aspek-aspek berikutlah yang menjadi poros yang
dapat membantu restoran pondok indah dalam memenuhi kepuasan pelanggannya.
Menurut beberapa peneliti, ada pengaruh promosi dan kualitas pelayanan terhadap
kepuasan pelanggan.
Penelitian dilakukan untuk mengidentifikasi masalah-masalah dalam bisnis
untuk memberikan rekomendasi dan implikasi. Penelitian ini dilakukan dengan
menggunakan metode kuantitatif dan studi kausal untuk menganalisis sampel dari
124 pelanggan restoran Pondok Indah. Hasil dari uji Ftest sebesar (193.286 > 3.07)
menunjukkan bahwa terdapat pengaruh yang signifikan antara promosi dan kualitas
pelayanan terhadap variabel kepuasan pelanggan.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Hanlie, Verly Laurencia NIM03011180156 vh80156@student.uph.edu UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Alimin, Erina NIDN0103097202 erinaalimin@gmail.com |
Uncontrolled Keywords: | promotion; service quality; customers satisfaction |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
Depositing User: | Users 23307 not found. |
Date Deposited: | 05 Mar 2022 18:04 |
Last Modified: | 09 Mar 2022 06:23 |
URI: | http://repository.uph.edu/id/eprint/47065 |