Pengaruh Kualitas Layanan dan Servicescape terhadap Kepuasan Pelanggan Starbucks Sun Plaza pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara
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Institusion
Universitas Sumatera Utara
Author
Habib, Tengku Fadillah
Subject
Service Quality
Datestamp
2018-12-21 02:50:48
Abstract :
In an effort to maintain its customers Strabucks provide the best Service Quality and Servicescape for their Customer Satisfaction. However, it still found a customer complaint on the discontent both in terms of Service Quality and Servicescape. The difference between customer expectation of Starbucks services leads to a gap between customer expectations and reality received. The purpose of this research was to determine and analyze the influence of Tangibles, Reliability Responsiveness, Assurance, Empathy, Ambient condition, Spatial layout and functionality dan Sign, symbol and artifact on Starbucks? Sun Plaza Customer Satisfaction on Students of Faculty of Economics and Business University of North Sumatra and to know and analyze the most dominant factors to influence Customer Satisfaction. The research was conducted on college students Faculty of Economics and Business University of North Sumatera. The population in this research were the active student in the Faculty of Economics and Business University of North Sumatera in 2014 until 2017 academic year who had bought product and visited Starbucks Sun Plaza. Data analyzing method is by using descriptive analysis method and multiple linear regression. This research is study associative and this research is using primary and secondary data which was obtained by documentation study and questionnaire whose measurement is using likert differential scale. Data was processed statistically by using SPSS for windows, namely T-test, F-test and identification of the determinant (R2). As the result of this research, based on simultaneous test, it this proved that the factor of Tangibles, Assurance, Empathy, Ambient condition, Spatial layout and functionality dan Sign, symbol and artifact have a positive and significant influence on Starbucks? Sun Plaza Customer Satisfaction on Students of Faculty of Economics and Business University of North Sumatra. While, Reliability Responsiveness each have a not significant and positive effects on Customer Satisfaction
In an effort to maintain its customers Strabucks provide the best Service Quality and Servicescape for their Customer Satisfaction. However, it still found a customer complaint on the discontent both in terms of Service Quality and Servicescape. The difference between customer expectation of Starbucks services leads to a gap between customer expectations and reality received. The purpose of this research was to determine and analyze the influence of Tangibles, Reliability Responsiveness, Assurance, Empathy, Ambient condition, Spatial layout and functionality dan Sign, symbol and artifact on Starbucks? Sun Plaza Customer Satisfaction on Students of Faculty of Economics and Business University of North Sumatra and to know and analyze the most dominant factors to influence Customer Satisfaction. The research was conducted on college students Faculty of Economics and Business University of North Sumatera. The population in this research were the active student in the Faculty of Economics and Business University of North Sumatera in 2014 until 2017 academic year who had bought product and visited Starbucks Sun Plaza. Data analyzing method is by using descriptive analysis method and multiple linear regression. This research is study associative and this research is using primary and secondary data which was obtained by documentation study and questionnaire whose measurement is using likert differential scale. Data was processed statistically by using SPSS for windows, namely T-test, F-test and identification of the determinant (R2). As the result of this research, based on simultaneous test, it this proved that the factor of Tangibles, Assurance, Empathy, Ambient condition, Spatial layout and functionality dan Sign, symbol and artifact have a positive and significant influence on Starbucks? Sun Plaza Customer Satisfaction on Students of Faculty of Economics and Business University of North Sumatra. While, Reliability Responsiveness each have a not significant and positive effects on Customer Satisfaction
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