The effect of service quality, price, and food quality towards customer satisfaction at Opal Coffee Amir Hamzah branch, Medan

Laurent, Jennyca (2022) The effect of service quality, price, and food quality towards customer satisfaction at Opal Coffee Amir Hamzah branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Opal Coffee is a coffee shop in Medan City that focuses on selling coffee under the opal brand. Customer satisfaction is the main thing that is considered in Opal Coffee's business activities. Customer satisfaction at Opal Coffee is different from consumer expectations. The purpose of this study was to find out about service quality, price, and food quality on customer satisfaction at Opal Coffee Amir Hamzah Medan. On the quality of service at Opal Coffee is still experiencing customer complaints. Regarding the price of the menu offered by Opal Coffee at this time, customers are still complaining about it being expensive. On the quality of food served by Opal Coffee, customers still get complaints. The duration for this research is starting from August 2022 to October 2022. This study uses a quantitative design with a descriptive and causal approach. The population in this study was all customers of Opal Coffee Amir Hamzah Medan. The sample in this study amounted to 105 people using non-probability sampling with convenience sampling to determine the sample in this study. The distribution of the questionnaires carried out has passed the validity and reliability tests. The data tested also passed the normality test, multicollinearity test, heteroscedasticity, linearity test and multiple linear regression test. From the hypothesis test with the result that product diversity, product design and store atmosphere influence simultaneously or partially on purchasing decisions. It can be recommended to Opal Coffee Amir Hamzah Medan to provide a wider parking area, add a bank promotion program, add and create new menu variations, and change the design of the room to be newer from the table arrangement and from the color of the room. / Opal Coffee merupakan coffee shop di Kota Medan yang berfokus pada penjualan kopi dengan merek opal. Kepuasan pelanggan menjadi hal utama yang diperhatikan dalam kegiatan bisnis Opal Coffee. Kepuasan pelanggan pada Opal Coffee berbeda dengan harapan konsumen. Tujuan penelitian ini untuk mengetahui tentang kualitas pelayanan, harga, dan kualitas makanan terhadap kepuasan pelanggan pada Opal Coffee Amir Hamzah Medan. Pada kualitas pelayanan di Opal Coffee masih mengalami keluhan pelanggan. Mengenai harga menu yang ditawarkan Opal Coffee saat ini, masih dikeluhkan oleh pelanggannya yang mahal. Pada kualitas makanan yang disajikan Opal Coffee, pelanggan masih mendapatkan keluhan. Penelitian dimulai dari bulan Agustus 2022 sampai dengan Oktober 2022. Penelitian ini menggunakan desain kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini adalah semua pelanggan Opal Coffee Amir Hamzah Medan. Sampel dalam penelitian ini berjumlah 105 orang menggunakan nonprobability sampling dengan convenience sampling untuk menentukan sampel dalam penelitian ini. Penyebaran kuesioner yang dilakukan telah lulus uji validitas dan keandalan. Data yang diuji juga lulus uji normalitas, tes multikolinearitas, heterokedastisitas, uji linearitas dan uji regresi linier berganda. Dari uji hipotesis dengan hasil bahwa keberagaman produk, desain produk dan suasana toko berpengaruh secara simultan maupun parsial terhadap keputusan pembelian. Dapat direkomendasikan ke Opal Coffee Amir Hamzah Medan untuk menyediakan lahan parkir yang lebih luas, menambah program promosi bank, menambah dan membuat variasi menu yang baru, dan merubah desain ruangan menjadi lebih baru dari susunan meja maupun dari warna ruangan.

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