The effect of taste and price toward customer satisfaction in Zisel Gelateria, Medan

Mileni, Selly (2022) The effect of taste and price toward customer satisfaction in Zisel Gelateria, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to examine the effect of taste and price toward customer satisfaction in Zisel Gelateria, Medan. The taste of the food served does not match the customer's tongue, resulting in the customer not wanting to come a second time to the cafe where the prices for the food are also not economical so the cafe visited by the customer is not recommended to relatives or other customers. Descriptive and causal studies were used to analyze a sample of 100 consumers. Respondents are consumers of Zisel Gelateria, Medan taken using non-probability sampling criteria using incidental sampling. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. The results showed that partially or simultaneously, taste and price had a significant influence on customer satisfaction in Zisel Gelateria, Medan. It can be suggested that Zisel Gelateria, Medan can improve their customer satisfaction by providing adequate taste for consumers accompanied by economical and efficient price so that consumers will feel satisfied. / Tujuan penelitian ini adalah untuk menguji pengaruh rasa dan harga terhadap kepuasan pelanggan pada Zisel Gelateria, Medan. Rasa makanan yang disajikan tidak sesuai dengan lidah pelanggan, mengakibatkan pelanggan tidak mau datang kedua kalinya ke kafe yang harga makanannya juga tidak ekonomis sehingga kafe yang dikunjungi pelanggan tidak direkomendasikan kepada kerabat atau pelanggan lainnya. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 100 konsumen. Responden adalah konsumen Zisel Gelateria, Medan yang diambil dengan menggunakan kriteria non probability sampling dengan menggunakan incidentall sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, rasa dan harga memiliki pengaruh yang signifikan terhadap kepuasan pelanggan pada Zisel Gelateria, Medan. Dapat disarankan agar Zisel Gelateria dapat meningkatkan kepuasan pelanggan dengan menghidangkan rasa yang memadai untuk para konsumen disertai dengan harga yang ekonomis dan efisien sehingga dengan demikian konsumen akan merasa puas.

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