The influence of service quality, price, and cafe atmosphere on customer satisfaction at Ailsa Coffee, Medan

Suvendy, Suvendy (2022) The influence of service quality, price, and cafe atmosphere on customer satisfaction at Ailsa Coffee, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted at Ailsa Coffee, Medan, which focuses on selling coffee. Based on the researcher's observations, there are problems: unsupported cafe atmospheres and disproportionate prices for products and services that are not as promised. This research aims to analyze whether service quality, price, and café atmosphere influence customer satisfaction at Ailsa Coffee, Medan. The excellent service quality, low and competitive prices, and a comfortable cafe atmosphere for customers provide a trendy and elegant design that can attract customers' attention. These three things will have a good influence and impact on customer satisfaction. This research uses a quantitative design with a descriptive and causal approach. The population in this study is infinite. This research uses non-probability sampling, which is Snowball Sampling with a sample size of 87 customers. Based on the hypothesis tests, Service quality, price, and café atmosphere simultaneously influence customer satisfaction by 44%. However, only service quality and price influence customer satisfaction partially. This research also passed the validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression test and the equation is Y = -6.091 + 0.396X1 + 0.380X2 + 0.043X3. Ailsa Coffee has been recommended to provide employee training at least once a month, 1 to 2 times, readjust the price to balance with other competitors, and expand its parking area. Also, Ailsa Coffee can provide cashback or vouchers for the next visit and give discounts to customers who bring friends or relatives./ Penelitian ini dilakukan di Ailsa Coffee Medan yang fokus pada penjualan kopi. Berdasarkan pengamatan peneliti, terdapat permasalahan: suasana kafe yang tidak mendukung dan harga yang tidak proporsional untuk produk dan layanan yang tidak sesuai dengan yang dijanjikan. Penelitian ini bertujuan untuk menganalisis apakah kualitas pelayanan, harga, dan suasana kafe berpengaruh terhadap kepuasan pelanggan di Ailsa Coffee Medan. Kualitas pelayanan yang prima, harga yang murah dan kompetitif, serta suasana kafe yang nyaman bagi pelanggan memberikan desain yang trendy dan elegan yang dapat menarik perhatian pelanggan. Ketiga hal tersebut akan memberikan pengaruh dan dampak yang baik terhadap kepuasan pelanggan. Penelitian ini menggunakan desain kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini tidak terbatas. Penelitian ini menggunakan non-probability sampling yaitu Snowball Sampling dengan jumlah sampel 87 pelanggan. Berdasarkan uji hipotesis, kualitas pelayanan, harga, dan suasana kafe secara simultan berpengaruh terhadap kepuasan pelanggan sebesar 44%. Namun, hanya kualitas layanan dan harga yang mempengaruhi kepuasan pelanggan secara parsial. Penelitian ini juga lolos uji validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah Y = -6.091 + 0.396X1 + 0.380X2 + 0.043X3. Ailsa Coffee disarankan untuk memberikan pelatihan karyawan minimal sebulan sekali, 1 hingga 2 kali, menyesuaikan harga agar seimbang dengan pesaing lain dan memperluas area parkirnya. Selain itu, Ailsa Coffee dapat memberikan cashback atau voucher untuk kunjungan berikutnya dan memberikan diskon kepada pelanggan yang membawa teman atau saudara.

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