Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Coffee Shop Kedai Kopi Pariban Bekasi

Banjarnahor, Sudika (2024) Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Coffee Shop Kedai Kopi Pariban Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

Pariban coffee shop is a café that provides various types of food and drinks that are identical to typical Batak food or menus. Based on the research that has been carried out, researchers found that there are problems in consumer satisfaction. These problems are thought to be due to delays in making orders for too long, employees who are less communicative and responsive.The purpose of this research is to determine the influence of price and service quality on consumer satisfaction at the Coffee Shop Kedai Kopi Pariban Bekasi. The research method used is the Quantitative research method. Primary data collection techniques were carried out using non-participant observation, structured interviews and distributing questionnaires given to consumers of Kedai Kopi Pariban Bekasi City with a total of 80 respondents using the time formula, while for secondary data through literature and internet studies. Data analysis techniques use validation and reliability tests, simple linear regression analysis, Spearman rank correlation, coefficient of determination and hypothesis testing.Based on the data obtained from the research results, that there is a positive influence between service quality on consumer satisfaction at the Kedai Kopi Pariban Bekasi Galaxy coffee shop, and also by showing that there is a contribution or influence of service quality on consumer satisfaction at the Kedai Kopi Pariban Bekasi coffee shop. 86% and the remaining 14% are influenced by other factors. The obstacles faced by Kedai Kopi Pariban Coffee Shop are in its implementation, namely the lack of available tables and chairs and manual coffee making.The suggestions that researchers can convey are to add facilities to accommodate more customers and add a more varied menu, not just focused on the typical Batak menu so that the segmentation can be for all groups.

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