The effect of service quality and price on customer satisfaction at Warung Spesial, Medan

Tanzile, Aldo (2022) The effect of service quality and price on customer satisfaction at Warung Spesial, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Warung Special, Medan, is facing low customer satisfaction due to impaired service quality and high prices. The purpose of this research is to reveal whether there is any effect between service quality, price, and customer satisfaction at Warung Spesial, Medan. Customer satisfaction can be increased by adjusting the service quality to meet customer demand and by altering the pricing policy. This research is using quantitative research design and IBM SPSS V.25 application. The writer used a descriptive and causal approach. The sampling technique used is the snowball sampling method. The population will be all of the customers of Warung Spesial, Medan, in which 92 respondents were used as a sample. Based on the result of the hypothesis test, service quality and price have an effect on customer satisfaction at Warung Spesial, Medan, either partially or simultaneously. Moreover, service quality and price have 77,3% effect on customer satisfaction. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression test which the equation is y = 1,285 + 0,213X1 + 0,423X2. In this research, the writer recommended the Warung Spesial, Medan to do regular training for the waitress, always do market research including innovation, and offer vouchers or cashback for the customer's next transaction./ Warung Spesial, Medan menghadapi rendahnya kepuasan pelanggan akibat kualitas layanan yang terganggu dan harga yang mahal. Tujuan dari penelitian ini adalah untuk mengetahui apakah ada pengaruh antara kualitas pelayanan, harga, dan kepuasan pelanggan pada Warung Spesial, Medan. Kepuasan pelanggan dapat ditingkatkan dengan menyesuaikan kualitas layanan untuk memenuhi permintaan pelanggan dan dengan mengubah kebijakan harga. Penelitian ini menggunakan desain penelitian kuantitatif dan aplikasi IBM SPSS V.25. Penulis menggunakan pendekatan deskriptif dan kausal. Teknik pengambilan sampel yang digunakan adalah metode snowball sampling. Populasinya adalah seluruh pelanggan Warung Spesial, Medan yang dijadikan sampel sebanyak 92 responden. Berdasarkan hasil uji hipotesis, kualitas pelayanan dan harga berpengaruh terhadap kepuasan konsumen pada Warung Spesial, Medan baik secara parsial maupun simultan. Selain itu, kualitas layanan dan harga berpengaruh 77,3% terhadap kepuasan pelanggan. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, dan uji regresi linier berganda yang persamaannya adalah y = 1,285 + 0,213X1 + 0,423X2. Dalam penelitian ini penulis merekomendasikan kepada Warung Spesial, Medan untuk melakukan pelatihan secara berkala bagi para pramusaji, selalu melakukan riset pasar termasuk inovasi, dan menawarkan voucher atau cashback untuk transaksi pelanggan selanjutnya.

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