Analisis variabel-variabel yang memengaruhi customer satisfaction pelanggan Coffee Shop Janji Jiwa = Analysis of variables that affect Janji Jiwa Coffee Shop’s customer satisfaction

Bunyamin, Nicholas (2024) Analisis variabel-variabel yang memengaruhi customer satisfaction pelanggan Coffee Shop Janji Jiwa = Analysis of variables that affect Janji Jiwa Coffee Shop’s customer satisfaction. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia memiliki jumlah kedai kopi yang sangat banyak, namun salah satu merek dari jumlah kedai kopi yang sangat banyak itu adalah kedai kopi Janji Jiwa. Bisnis food & beverage (F&B) sangat bergantung pada kepuasan pelanggan untuk mempertahankan pelanggan. Penelitian ini dilakukan untuk mengetahui faktor- faktor dalam coffee shop Janji Jiwa yang dapat memengaruhi kepuasan pelanggan. Karakteristik sampel ini terdiri dari mayoritas responden Generation Z di persentase 72,3% yang berasal dari 3 kota utama yaitu Tangerang, Bandung], dan Jakarta. Penelitian ini bertujuan untuk mengetahui peran dan pengaruh Food Quality (FQL), Beverage Quality (FQL), Service Quality (SVQL), Ambience (AMB), Price Fairness (PFR) terhadap Customer Satisfaction (CST). Untuk mencapai tujuan tersebut, penelitian akan dilakukan dengan instrumen survey menggunakan Google Forms kepada pelanggan coffee shop Janji Jiwa, data kemudian akan diolah menggunakan software SPSS. Hasil uji t menunjukkan bahwa Food Quality, Beverage Quality, Service Quality, Ambience, dan Price Fairness memiliki pengaruh positif dan signifikan terhadap Customer Satisfaction secara parsial, hasil uji simultan menunjukkan bahwa variabel-variabel independen memiliki pengaruh positif dan signifikan terhadap Customer Satisfaction secara simultan. Uji regresi linear berganda menghasilkan persamaan CST = 0,916 + 0,269FQL + 0,170BQL + 0,215SVQL + 0,245AMB + 0,311PFR./Indonesia has a vast amount of coffee shops, one of the brands that thrive in the midst of these coffee shops is Janji Jiwa. The food and beverage (F&B) business depends on customer satisfaction to retain customers. The sampel of this research majorly consists of Generation Z respondents that come from 3 major cities, which are Tangerang, Bandung, and Jakarta. This research aims to evaluate and analyze the factors that can influence the customer satisfaction of Janji Jiwa customers. The goal of this research is to find out the roles and influences of Food Quality (FQL), Beverage Quality (BQL), Service Quality (SVQL), Ambience (AMB), Price Fairness (PFR) towards Customer Satisfaction (CST). To reach that goal, research is conducted with the help of a survey instrument, a questionnaire is made and shared to Janji Jiwa customers using Google Forms, data is then processed using the SPSS software. The t test shows that Food Quality, Beverage Quality, Service Quality, Ambience, and Price Fairness partially influence Customer Satisfaction positively and significantly. F-tests are also conducted, and results show that independent variables have simultaneously influenced Customer Satisfaction positively and significantly. Multiple linear regression test produced the equation of the model as CST = 0,916 + 0,269FQL + 0,170BQL + 0,215SVQL + 0,245AMB + 0,311PFR.

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