The influence of price and cafe atmosphere on customer satisfaction at Rowist Cafe, Medan

Andrian, Calvin (2022) The influence of price and cafe atmosphere on customer satisfaction at Rowist Cafe, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Based on the google review Rowist cafe has many bad reviews that show customers are dissatisfied. In this research, the writer aimed to find out if price and cafe atmosphere have an influence on customer satisfaction at Rowist cafe, Medan. Customers will be particularly satisfied if the price set is appropriate for them and the store atmosphere is well organized and welcoming. Customer satisfaction will be reduced if the price and store atmosphere is unsatisfactory. The research design used in this research is a quantitative method. The population size is infinite due to the nature of business. The sampling method used is non-probability with accidental and snowball sampling techniques. The sample size is 98 respondents. Based on the hypothesis test, Price and Cafe Atmosphere partially and simultaneously influence Customer satisfaction at Rowist cafe, Medan. Moreover, price and cafe atmosphere has a 50.6% influence on customer satisfaction. This research also validate 23 out of 26 statements, passed the reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression test with the equation Y= 2.549 + 0.235X1 + 0.348X2. In this research, the writer recommends that Rowist cafe make intensify promotion, improve food and beverages quality, readjust prices, redecorate the cafe, put glass doors, offer vouchers, and special discounts for the referral. / Berdasarkan review google, Rowist cafe memiliki banyak review buruk yang menunjukkan pelanggan tidak puas. Dalam penelitian ini, penulis bertujuan untuk mengetahui apakah harga dan suasana kafe berpengaruh terhadap kepuasan pelanggan di kafe Rowist, Medan. Pelanggan akan sangat puas jika harga yang ditetapkan sesuai untuk mereka dan suasana toko tertata dengan baik dan ramah. Kepuasan pelanggan akan berkurang jika harga dan suasana toko tidak memuaskan. Desain penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Ukuran populasi tidak terbatas karena sifat bisnis. Metode pengambilan sampel yang digunakan adalah non-probabilitas dengan teknik accidental dan snowball sampling. Besar sampel adalah 98 responden. Berdasarkan uji hipotesis, Harga dan Suasana Kafe secara parsial dan simultan berpengaruh terhadap Kepuasan Pelanggan pada Kafe Rowist Medan. Selain itu, harga dan suasana kafe memiliki pengaruh sebesar 50,6% terhadap kepuasan pelanggan. Penelitian ini juga memvalidasi 23 dari 26 pernyataan, lulus uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda dengan persamaan Y= 2.549 + 0.235X1 + 0.348X2. Dalam penelitian ini penulis merekomendasikan Rowist cafe untuk mengintensifkan promosi, meningkatkan kualitas makanan dan minuman, menyesuaikan harga, mendekorasi ulang kafe, memasang pintu kaca, menawarkan voucher dan diskon khusus untuk referensi.

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