The influence of price towards customer satisfaction at Jala-Jala Nelayan café in Manhattan Times Square Medan

CYNTHIA, CYNTHIA (2020) The influence of price towards customer satisfaction at Jala-Jala Nelayan café in Manhattan Times Square Medan. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) TITLE.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (527kB)
Preview	Text (Abstract) ABSTRACT.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (318kB) | Preview
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (359kB)
Preview	Text (Chapter1) CHAPTER 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (246kB) | Preview
	Text (Chapter2) CHAPTER 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (573kB)
	Text (Chapter3) CHAPTER 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (448kB)
	Text (Chapter4) CHAPTER 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter5) CHAPTER 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (231kB)
Preview	Text (Bibliography) BIBLIOGRAPHY.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (330kB) | Preview
	Text (Appendices) APPENDICES.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (917kB)

Abstract

The concept of price fairness is one of the most discussed concepts in the literature relating to prices in the market. A fair price is the price of goods or services that customer found it is suitable and reasonable. Price fairness is defined as “a consumer’s assessment and associated emotions of whether the difference between a seller's price and the price of a comparative other party is reasonable, acceptable, or justifiable”. Customer satisfaction depends heavily on customer perception and expectation. Some of the factors affecting clients views and expectations must be known to a company. Price is a major selling factor. Many firms fall bankrupt because of adjusted market prices. This research was conducted by using quantitative method. Data used in this research are primary data and secondary data. Data analysis methods used in this research are descriptive statistic, validity test, reliability test, normality test, correlation test, determination test, analysis of linear regression equation, and Z-test. Based on the data analysis, the coefficient of linear regression = 0.555 (positive). This means that price (X) has positive influence towards customer satisfaction (Y). The value of Zcount = 3.96. It means that hypothesis alternative is accepted because Zcount (3.96) >Ztable (1.96). Therefore, price has significant influence towards customer satisfaction at Jala-Jala Nelayan Cafe in Manhattan Times Square Medan. Some recommendation for this research are: (1) the future researchers are suggested to study and do a research about the service quality, food quality, and restaurant atmosphere in order to find out which factor that has the most significant influence towards customer satisfaction; (2) Jala-Jala Nelayan Cafeshould always pay attention to the price level set and compare it with competing restaurants; (3) In order to increase the number of customers at Jala-Jala Nelayan Cafe in Manhattan Times Square Medan, it would be glad for the company to maintain this result and do a better marketing strategy in the future. / Konsep kecocokan harga adalah salah satu konsep yang paling banyak di bahas dalam literatur yang berkaitan dengan harga di pasar. Harga yang wajar adalah harga barang atau jasa yang menurut pelanggan sesuai dan masuk akal. Kecocokan harga didefinisikan sebagai “penilaian konsumen dan emosi yang terkait tentang perbedaan antara harga penjual dan harga dari pihak lain yang komparatif masuk akal, dapat diterima, atau dibenarkan”. Kepuasan pelanggan sangat bergantung pada persepsi dan harapan pelanggan. Beberapa faktor yang mempengaruhi pandangan dan harapan pelanggan harus diketahui oleh perusahaan. Harga adalah faktor utama dalam penjualan. Banyak perusahaan jatuh bangkrut karena harga pasar yang tidak disesuaikan dengan daya beli konsumen. Penelitian ini menggunakan metode penelitian kuantitatif. Data yang digunakan dalam penelitian ini adalah primary data dan secondary data. Metode analisis data yang digunakan dalam penelitian ini adalah statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji korelasi, uji determinasi, persamaan analisis regresi linear, dan uji Z. Dari hasil analisis data, didapatkan nilai koefisien regresi linear = 0.555 (positif). Hal ini berarti variabel harga (X) memiliki pengaruh yang positif terhadap variabel kepuasan pelanggan (Y). Nilai Z hitung = 3.96. Hal ini berarti hipotesis alternatif diterima karena Zhitung (3.96) >Z tabel (1.96). Oleh karena itu, harga memiliki pengaruh yang signifikan terhadap kepuasan pelanggan di Jala-jala Nelayan Cafe di Manhattan Times Square Medan. Beberapa saran yang dapat diberikan dari hasil penelitian ini adalah: (1) Peneliti yang akan datang disarankan untuk meneliti tentang kualitas pelayanan, kualitas makanan, dan atmosfer restoran demi mengetahui faktor utama yang mempengaruhi kepuasan pelanggan; (2) Jala-Jala Nelayan Cafe harus selalu memperhatikan tingkat harga dan membandingkan dengan restoran pesaing; (3) Demi meningkatkan jumlah pelanggan di Jala-Jala Nelayan Cafe, akan lebih baik jika perusahaan mampu mempertahankan hasil yang telah dicapai saat ini dan melakukan strategi pemasaran yang lebih baik di masa depan.

Actions (login required)

View Item