The influence of food quality and price toward customer satisfaction at Ayam Penyet Cabe Hijau Medan

Thevania, Jesslyn (2022) The influence of food quality and price toward customer satisfaction at Ayam Penyet Cabe Hijau Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Population growth in Indonesia is a major contributor to the growth of the restaurant industry because food is one of the primary needs for human survival. Restaurants that make high-quality products at fair price are preferred more by the consumer. This research was conducted at Ayam Penyet Cabe Hijau Medan from November 2021 to April 2022. The objective of this research is to describe the implementation of food quality and price at Ayam Penyet Cabe Hijau Medan and to identify the influence of food quality and price towards customer satisfaction, both individually and simultaneously. The research is done using quantitative and descriptive approaches. The research subject is the customers of Ayam Penyet Cabe Hijau Medan, questionnaires were spread to 30 respondents in order to test the validity and reliability. Valid and reliable questions will be shared with minimum of 100 samples using non-probability, convenience sampling. The total sample collected was 102 people. The research result is obtained by using SPSS 25.0 by conducting normality, heteroscedasticity, multicollinearity, multiple linear regression test, coefficient of determination test, and the hypothesis test of T-Test and F-Test The research shows that Food Quality and Price have combined effect of 65% towards Customer Satisfaction and a significant influence partially and simultaneously towards customer satisfaction at Ayam Penyet Cabe Hijau Medan. The restaurant is recommended to add more food in one meal and create food portion options for customers to choose from./Pertumbuhan penduduk di Indonesia merupakan kontributor utama pertumbuhan industri restoran karena makanan merupakan salah satu kebutuhan primer bagi kelangsungan hidup manusia. Restoran yang membuat produk berkualitas tinggi dengan harga wajar lebih disukai oleh konsumen. Penelitian ini dilakukan di Ayam Penyet Cabe Hijau Medan dari November 2021 hingga April 2022. Tujuan dari penelitian ini adalah untuk menggambarkan penerapan kualitas dan harga di Ayam Penyet Cabe Hijau Medan dan untuk mengidentifikasi pengaruh kualitas dan harga pangan terhadap kepuasan pelanggan, baik secara individu maupun bersamaan. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif dan deskriptif. Subjek penelitian adalah pelanggan Ayam Penyet Cabe Hijau Medan, kuesioner disebar ke 30 responden untuk menguji validitas dan realibilitas. Pertanyaan yang valid dan dapat diandalkan akan dibagikan ke minimal 100 sampel menggunakan non-probability dan convenience sampling. Total sampel yang terkumpul adalah 102 orang. Hasil penelitian diperoleh dengan menggunakan SPSS 25.0 melalui uji normalitas, heteroskedastisitas, multikolinearitas, uji regresi linier berganda, uji koefisien determinasi, dan uji hipotesis menggunakan uji T dan uji F. Hasil penelitian menunjukkan bahwa kualitas makanan dan harga memiliki pengaruh sebesar 65% terhadap kepuasan pelanggan dan berpengaruh signifikan secara parsial dan simultan terhadap kepuasan pelanggan di Ayam Penyet Cabe Hijau Medan. Restoran direkomendasikan untuk menambah makanan dalam satu porsi menu dan membuat pilihan ukuran menu untuk pelanggan pilih.

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