Andi Yudaraharja, - (2023) PENGARUH KUALITAS PELAYANAN BARISTA TERHADAP KEPUASAN KONSUMEN DINE IN STARBUCKS EXPERIENCE BAR BUAH BATU BANDUNG PADA MASA PANDEMI COVID 19. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Perkembangan Pariwisata di Kota Bandung didukung tempat wisata perkotaan dan destinasi wisata kuliner pada Masa Pandemi Covid-19 menuntut adanya adaptasi. Salah satu penopang bisnis kuliner Food & Beverage (F&B) adalah keberadaan Barista sebagai frontliner ujung tombak pelayanan bagi konsumen. Starbucks Coffee salah satu Top Brand tempat ngopi yang diminati secara umum di Indonesia adalah salah satu perusahaan dalam bidang F&B. Penelitian bertujuan untuk menggambarkan : kualitas pelayanan Barista; kepuasan Konsumen Dine In dan pengaruh kualitas pelayanan Barista terhadap kepuasan konsumen Dine In Starbucks Experience Bar Buah Batu Bandung pada Masa Pandemi Covid-19. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif yang bersifat deskriptif dan verifikatif. Teknik pengumpulan data melalui kuesioner, wawancara dan observasi. Jumlah responden sebanyak 100 orang. Metode analisis data menggunakan analisis jalur (Path Analysis) dibantu Aplikasi IBM SPSS Statistics 25 for Windows. Hasil penelitian deskriptif menunjukkan, baik variabel Kualitas Pelayanan Barista maupun variabel Kepuasan Konsumen ditunjukkan pada garis kontinum dengan kategori tinggi. Adapun hasil penelitian verifikatif menunjukkan, bahwa dari ke 5 (variabel) eksogen (keandalan~realibility X1; daya tanggap ~ responsiveness X2; kepastian ~ assurance X3, empati ~ emphaty X4 dan berwujud ~ tangible X5) yang dihipotesiskan berpengaruh terhadap variabel endogen (kepuasan konsumen Y) secara keseluruhan dapat diterima. Hal ini ditunjukkan dari pengujian hipotesis digunakan perhitungan statistik, yaitu Uji F dan Uji T. Dengan tingkat signifikansi nilai thitung Harga (7,309) lebih besar dari ttabel (1,988) dan nilai signifikasi 0,000 & α; 0,05, maka pada tingkat kekeliruan 5% keputusan uji adalah menolak Ho sehingga Ha diterima. Hal ini berarti kualitas pelayanan berpengaruh terhadap kepuasan konsumen. Uji T untuk Kualitas Pelayanan terhadap Kepuasan Konsumen nilai hitung Kualitas Pelayanan (5,737) lebih besar dari ttabel (1,988) dan nilai signifkasi 0,000 & α=0,05, maka pada tingkat kekeliruan 5% keputusan uji adalah menolak Ho sehingga Ha diterima. Yang artinya, bahwa Kualitas Pelayanan berpengaruh terhadap Kepuasan Konsumen. Uji F untuk harga dan kualitas pelayanan terhadap kepuasan konsumen Nilai Fhit diperoleh sebesar 71,969 dengan signifikansi 0,000. Hasil perbandingan nilai uji terlihat Fhit sebesar 71,969 lebih besar dari pada Ftabel sebesar 3,104 dan juga jika dilihat dari nilai signifikansi sebesar 0,000 lebih kecil dari 0,05. Sehingga dapat disimpulkan secara bersama-sama Kualitas Pelayanan (keandalan ~ realibility; daya tanggap ~ responsiveness; kepastian ~ assurance, empati ~ emphaty dan berwujud ~ tangible) berpengaruh nyata terhadap Kepuasan Konsumen. ABSTRACT The development of tourism in the city of Bandung is supported by urban tourist attractions and culinary tourism destinations during the Covid-19 pandemic, which demands adaptation. One of the pillars of the Food & Beverage (F&B) culinary business is the existence of Baristas as the front liners of customer service. Starbucks Coffee, one of the Top Brand coffee shops that is in general demand in Indonesia, is a company in the F&B sector. The research aims to describe: Barista service quality; Dine In Consumer satisfaction and the influence of Barista service quality on customer satisfaction Dine In Starbucks Experience Bar Buah Batu Bandung during the Covid-19 Pandemic. The research method used is a survey with a quantitative approach that is descriptive and verificative. Data collection techniques through questionnaires, interviews and observation. The number of respondents was 100 people. The data analysis method uses path analysis (Path Analysis) assisted by the IBM SPSS Statistics 25 Application for Windows. The results of the descriptive study show that both the Barista Service Quality variable and the Consumer Satisfaction variable are shown on the continuum line with the high category. The results of the verification research show that out of the 5 (variables) exogenous (reliability ~ reliability X1; responsiveness ~ responsiveness X2; certainty ~ assurance X3, empathy ~ empathy X4 and tangible ~ tangible X5) which are hypothesized to influence endogenous variables (customer satisfaction Y) overall acceptable. This is shown by testing the hypothesis using statistical calculations, namely the F test and T-test. 0.05, then at an error rate of 5% the test decision is to reject Ho so that Ha is accepted. This means that service quality affects consumer satisfaction. T-test for Service Quality on Customer Satisfaction The calculated value of Service Quality (5.737) is greater than ttable (1.988) and the significance value is 0.000 & α = 0.05, then at an error level of 5%, the test decision is to reject Ho so that Ha is accepted. This means, that Service Quality affects Consumer Satisfaction. The F test for price and service quality on consumer satisfaction obtained the Fhit value of 71.969 with a significance of 0.000. The results of the comparison of the test values show that the Fhit is 71.969 greater than the Ftable of 3.104 and also when viewed from a significance value of 0.000 it is less than 0.05. So that it can be concluded together that service quality (reliability ~ reliability; responsiveness ~ responsiveness; certainty ~ assurance3, empathy ~ empathy and tangible ~ tangible) has a real effect on consumer satisfaction.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Agus Sudono : 6134240 Wildan Nurhidayat : 6745733 |
| Uncontrolled Keywords: | Kualitas Pelayanan, Barista, Kepuasan Konsumen |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Andi Yudaraharja |
| Date Deposited: | 09 Nov 2023 02:06 |
| Last Modified: | 09 Nov 2023 02:06 |
| URI: | http://repository.upi.edu/id/eprint/112104 |
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