The influence of food quality and service quality towards customer purchase decision at Pohon Pisang restaurant, Medan

Tang, Ellen (2022) The influence of food quality and service quality towards customer purchase decision at Pohon Pisang restaurant, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The rapid growth of the Food and Beverage industry indicates tighter competition in this industry. Customer purchase decision became one of the important factors in running restaurant business as customers are the source of revenue. According to Google Review, Pohon Pisang restaurant has received number of reviews that needed attention, especially on their food quality and service quality. Therefore, this research is done with the objective to know whether food quality and service quality have influence towards customer purchase decision at Pohon Pisang restaurant in Medan. In the restaurant business, food is the main product that is served towards customers, and the evaluation of food quality is based on the customer’s expectation and experience they had during the consumption process. On the other hand, service quality is also one of the competitive advantages that differentiate a restaurant due to its intangibility traits. This research is quantitative research with descriptive and associative causal approach. The data used in this research are primary and secondary data that are collected using questionnaires towards 97 respondents determined through convenience sampling. All the data are processed using IBM SPSS Statistic V.25 application. The data of this research have passed validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, multiple linear regression analysis, and hypothesis test including determination test, T-test, and F test. According to the research result, all the alternative hypotheses are accepted, which means that food quality and service quality influenced the customer purchase decision partially and simultaneously with the rate of 55.4%./ Perkembangan industri Makan dan Minum yang pesat menunjukkan persaingan yang semakin ketat dalam industry ini. Keputusan pembelian pelanggan menjadi salah satu faktor yang penting dalam menjalankan usaha restoran dikarenakan pelanggan merupakan sumber pendapatan. Berdasarkan ulasan Google, restoran Pohon Pisang telah menerima sejumlah ulasan yang perlu diperhatikan, terutama mengenai kualitas makanan dan kualitas pelayanannya. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk mengetahui adanya pengaruh kualitas makanan dan kualitas pelayanan terhadap keputusan pembelian pelanggan di restoran Pohon Pisang Medan. Dalam bisnis restoran, makanan merupakan produk utama yang diberikan kepada pelanggan dan penilaian terhadap kualitas makanan didasarkan pada ekspektasi pelanggan dan pengalaman yang dialami pada saat proses pengkonsumsian makanan. Kualitas pelayanan juga merupakan salah satu keunggulan kompetitif yang membedakan sebuah restoran dikarenakan sifatnya yang tidak berwujud. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan deskriptif dan asosiatif kausal. Penelitian ini menggunakan data primer dan sekunder yang dikumpulkan dengan menyebarkan kuesioner kepada 97 responden yang ditentukan dengan sampling convenience. Data dalam penelitian ini diproses dengan bantuan aplikasi IBM SPPS Statistik V. 25. Data dari penelitian ini telah melewati uji validitas, uji realibitas, uji normalitas, uji heteroskedastisitasm, uji multikolinearitas, analisa regresi linear berganda, dan uji hipotesis, termasuk uji determinan, uji T, dan uji F. Berdasarkan hasil penelitian, semua hipotesis alternatif diterima yang menandakan bahwa kualitas makanan dan kualitas pelayanan berpengaruh secara parsial dan simultan terhadap keputusan pembelian pelanggan dengan pengaruh sebesar 55.4%.

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