ABSTRAKSI
Kualitas pelayanan adalah salah satu hal yang patut disoroti dalam dunia usaha perbisnisan, baik itu jasa maupun barang. Dewasa ini perkembangan serta persaingannya semakin ketat, baik yang berskala kecil maupun yang berskala besar, khususnya di bidang jasa. Berkembangnya Cafe-Cafe dan Restoran yang ada di Surabaya memacu semua pengelola Cafe dan Restoran untuk meningkatkan kualitas di bidang pelayanan. Mereka tidak hanya sekedar membuka Cafe dan Restoran tanpa memperhitungkan dan memperkirakan alternatif dan sisi pelayanan yang baru, kreatif dan memiliki ciri yang lain daripada yang lainnya.
Calvados Cafe dan Restaurant yang berlokasi di jalan Kertajaya Indah, yang diambil dari nama minuman Brandy yang terbuat dari Apel, khas minuman beralkohol (spirit) dari daerali Nonnandia, Perancis Utara. Calvados terkenal dengan masakan khas Eropa dengan citarasa Indonesia dan berbagai macam minuman baik yang mengandung alkohol maupun non alkohol. Calvados memiliki daya tarik tersendiri, dengan bangunan seluas 1.130m2 mereka mengarah ke gaya Conlemporer family Cafe dan Restaurant yang penuh dengan keakraban dan keromantisan yang identik dengan warna biru disana sini. Calvados ini terbagi atas dua bagian. Ruangan Outdoor dan Indoor masing-masing disediakan bagi mereka yang ingin merokok atau tidak. Tata ruang Outdoor-nya terasa nyaman seolah-olah bersembunyi di balik tenda biru.
Dalam pembuatan skripsi ini penulis ingin menganalisa dan mengetahui apakah 5 Dimensi Kualitas Pelayanan Calvados Cafe dan Restaurant berpengaruh secara parsial dan serempak terhadap tingkat kepuasan konsumen. Teknik analisa yang digunakan untuk mengolah data adalah teknik regresi linear berganda yang dibantu oleh program SPSS release 9.0, dimana terdapat 5 variabel bebas (variabel X) yang dipakai yaitu variabel bebas X/ untuk Tangible, X2 untuk Reliability, Xs untuk Responsiveness, XA untuk Assurance, Xs unruk Empathy, sedangkan variabel terikat atau tergantungnya (variabel Y) adalah kepuasan konsumen.
Hasil pengolahan data tersebut menunjukkan bahwa terdapat pengaruh yang signifikan antara variabel X/ (Tangible), X? (Reliability), Xj (Responsiveness), A'4 (Assurance), Xs (Empaihy), memiliki pengaruh yang signiflkan atau berpengaruh secara parsial dan serempak terhadap Y (kepuasan konsumen). Dapat disimpulkan bahwa baik Tangible, Reliability, Responsiveness, Assurance, Empathy memiliki pengaruh yang signifikan, sedangkan untuk Assurance memiliki nilai yang paling besar dibandingkan dengan Tangible, Reliability, Responsiveness, Empathy.
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EXECUTIVE SUMMARY
Since customer's satisfaction is the important thing, nowadays the owner of cafe and reataurant needs to learn and fullfil the needs of customer in order to survive in the tough competition among cafes and restaurants.
One of the survived ones is Calvados Cafe and Restaurant which was built in October 1996. Facing this competition, Calvados cafe and restaurant has maintained their product quality, service and the existing image.
In this study, the writers want to know: what is the effect of service quality consisting Tangihility, Reliahility, Respomiveness, Assurance, Kmpathy to the level of customer satisfaction in Calvados partially and overall? And what is the most dominant factor of service quality influencing the level of customer satisfaction?
Based on those questions, the writers want to :
1. Analyze service quality of Calvados Cafe and Restaurant based on the dimensions of service quality.
2. Analyze the most dominant factor in service quality.
3. To increase service quality by improving strategy and working system in Calvados Cafe and Restaurant.
Advantages gained from this study are : 1 For the writer
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To improve the writer's knowledge, especially the ones that relate to service quality given by Calvados Cafe and Restaurant in order to match the customer satisfaction.
2. For the company
As information and suggestion in order to improve the quality service and maintain good image for the customer satisfaction.
As a reference to arrange better strategies in order to get and maintain the customers as many as possible.
Framework of the Study
5 Dimensions service quality in Calvados Cafe and restaurant
Tangible Reliability Responsiveness
Assurance Empathy
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Costumer Satisfaction
The methods that we use were: The Equation of Duble Linier Regression:
Y = Po + fiXj + fhX2 + PsX3 + PiX< + PsXs+ei Which are :
Y = variable dependent X = variable independent b = constant
ei = variable interupt / error
Tabel 4.8
The Equation of Double Linier Regression
Model
(Constant) Tangible Reliahility Responsiveness
Assurancc Empathy
Unstandardized Coeficient B
0.686 0.130 0.194 0.182 0.216 0.125
Std. Error 0.231 0.055 0.089 0.056 0.092 0.054
Standardized Coefficients
Beta
0.175 0.194 0.261 0.230 0.179
T
3.082 2.358 2.179 3.271 2.353 2.303
Sig.
0.003 0.20 0.032 0.001 0.021 0.023 Source : questionaire
Explanation :
• Constant = Variable dependent ( Y ) customer satisfaction vi
• Tangible = Variable independent ( Xi )
• Reliability = Variable independent ( X2 )
• Responsiveness = Variable independent ( X3)
• Assurance = Variable independent ( X4 )
• Empathy = Variable independent ( X5)
Data that we've already collected were processed by SPSS 9.0 progam, which is Statistic Progam Social Science. After the processing data, the result shows that:
Y = 0.686 + 0.130Xj + 0.194X2+ 0.182*) + 0.216X4 + 0.125X5
a. 0.686 means, if Calvados Cafe and Restaurant do not conduct any attention on dimension Tangihle, Reliability, Responsiveness, Assurance, Empathy, then the sales would be 0.686.
b. 0.130 means, if Xj increases by 1 unit, value of Y will increse about 0.130.
c. 0.194 means, if A2 increases by 1 unit, value of Y will increse about 0.194
d 0.182 means, if X3 increases by 1 unit, value of Y will increse about 0.182.
e. 0.216 means, if X4 increases by 1 unit, value of Y will increse about 0.216.
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f 0.125 means, if X; increases by 1 unit, value of Y will increse about 0.125.
Tabel 4.8
Correlation and Determination Coeficient Double Regression Linier Model
1
R
0.787a
R Square
0.619
Adjusted R Square
0.599
Std. Error of the Estimate
0.2792 Source : questionaire
R = 0.787 determine that there is correlation between Xu X2, Xs, X4, X5 with Y is 0.787 or 78.7%.
R square = 0.619 determine the effect from variable XIt X2, X3, X4, Xs with Y is0.619or61.9%.
Adjusted R = 0.599 determine the adjusted the R square which has been released from standar error level. And this value shows how the effect on independent variable to dependent variable
Std. Error = 0.2792 determine the std error from the process result of
correlation and determination coefficience double regression linier.
The Significant of the result should be tested to determine the effect on independent variable to dependent variable. The test method, we use are F distribution and t distribution.
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F distribution is used to determine the effect of independent variable to dependent variable. While t distribution is used to determine the effect on independent variable to dependent variable individually
Table 4 9
Model Regression
Residual Total
Sumof Squares
11.190 7.330 19.240
Df 5 94 99
Mean Square
2.382 7.798E-02
F 30.546
Sig OOOa
Source : questionaire
The steps of test:
1 H0.fii =$2 ~ 0 (in total, no influence on Y )
Hj : at least there is a couple of va)ueJ3/ # 0 (in total influence on Y )
2 a = 0.05 the numerator df = 5 the denominator df = 94
3. Fcounl = Mean Regression = 2.3 82
Mean Rest 7.798E-02
= 30.546
4. Ftable ( a = 0.05), df (5;94) = 2.2900 5. Test
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Gambar 4.2. Distribution of criteria about Granting / Refusing Hypothesis Simultaneously
2.2900 30.546
H0 is granted ifFcount <= 2.2900 Hi is refused ifFcount >2.2900
Because Fcount (30.546) > Ftabie (2.2900), H0 is refused and Hj is granted, it means that, simultaneously or totally, independent variable, namely Tangihle (X\ ), Reliahility (X2), Responsiveness (X3), Assurance (X4), Kmpathy (X$ ) really give influence on the customer satisfaction.
To find out the partial influence of every independent variable on the the partial influence of every independent variable on dependent variable, it can be describe as follow :
The Partially relation between independent variable Xi ( Tangihle ) and dependent variable ( Customer Satisfaction ) :
1. H0 : Pi = 0 ( no influence ) Hj : /?/ # 0 (any influence )
2. a = 0.05 with df = 94
x
3 . tcount — 2.258
4. level of significant = 0.05 / 2 (0.025) means tcount = 1 980
5. test
Gambar 4.3 The Distribution of Granting / Refusing Hypothesis of Tangihle Variable(Ar/)
-1.980 1.980 2.358
H0 is granted if - t,able < /«»„„, < ttable
H0 is refused iftcount >ttabie or /«„,„, <-ttabie
From the calculation, it can be obtained tcount about 2.358. Because tcount =
2.358 > 1.980. H0 is refused at level of significant 5%. So partially, Tangihle really influence the customer satisfaction. This shows that if there is any changes in
Tangihle dimension, there will be any changes in the customer satisfaction.
The Partially relation between independent variable X2 ( Reliahility ) and dependent variable ( Customer Satisfaction ) :
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1. H0 : fti = 0 (no influence) Hi : fii # 0 (any influence) 2. a = 0.05 with df = 94 3. W = 2.179
4. level of significant = 0.05 / 2 (0.025) means tcount = 1.980 5. test
Gambar 4.3 The Distribution of Granting / Refusing Hypothesis of Reliahility Variable(X2)
H0 is granted if - ttable <
tcount _ Uable
H0 is refused if tcoum ^tiabie OT tcoum <-ttabie
From the calculation, it can be obtained tcoum about 2.179. Because tcount = 2.179 >
1.980 Ho is refused at level of significant 5%. So partially, Reliahility really influence the customer satisfaction.
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The Partially relation between independent variable A^ ( Responsiveness ) and dependent variable ( Customer Satisfaction ) :
1. Ho: fii = 0 ( no infiuence ) J?i'. fii # 0 (any infiuence ) 2 a = 0.05 with df = 94
3 . tcount = 3.271
4. level of significant = 0.05 / 2 (0.025) means tcount - 1 980 5. test
Gambar 4.3 The Distribution of Granting / Refusing Hypothesis of Responsiveness Variable(JG)
-1.980 1.980 3.271
H0 is granted if - ttabie < tcoun! S hable H0 i s r e f U s e d i f tcoum ^ttable Or tcount <-ttable
From the calculation, it can be obtained tcount about 3.271. Because tcount = 3.271 >
J 980 H0 is refused at ievel of significant 5%. So partially, Responsiveness really influence the customer satisfaction.
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The Partially relation between independent variable X4 (Assiirance ) and dependent variable ( Customer Satisfaction ) :
1. H0 : fii = 0 (no influence ) H} /?y # 0 (any infiuence) 2. a = 0.05 with df = 94 3. tcount = 2.353
4. level of significant = 0.05 / 2 (0.025) means toowt = 1 980 5. test
Gambar 4.3 The Distribution of Granting / Refusing Hypothesis ofAssurance Variable(A^)
H0 is granted if - ttable < tcount _ Uable
H0 is refused if tcount ^Uable Or tcount "^-ttable
From the calculation, it can be obtained tcount about 2.353. Because tcount = 2.353 >
1 980. H0 is refused at level of significant 5%. So partially, Assurance really influence the customer satisfaction.
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The Partially relation between independent variable X_i ( Kmpathy ) and dependent variable ( Customer Satisfaction ) :
1. H0 : fii = 0 ( no influence ) Hi : fij#0 (any influence ) 2. a = 0.05 with df = 94
3 . tcount = 2 . 3 0 3
4. level of significant = 0.05 / 2 (0.025) means tcount = 1 980 5. test
Gambar 4.3 The Distribution of Granting / Refusing Hypothesis ofKmpathy Variable(A5)
-1.980 1.980 2.303
H0 is granted if - ttabie < tcoum 5 habie Ho is refused if tcoum >ttabte or /«„,„, <-ttabk
From the calculation, it can be obtained tcount about 2.303. Because tcount = 2.303 >
1 980. H0 is refused at level of significant 5% So partially, Kmpathy really influence the customer satisfaction.
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From the results that have been processed by the Statistic Progam Social Science, it can be concluded :
1. 5 dimensions of service quality effect partially and all at once to thelevel of customer satisfaction
2. Assurance variable effects customer satisfaction more than the other 4 dimensions ( Tangihility, Reliability, Responsiveness, Empathy).
From the conclution above, the writers suggest to :
1. Give training to the writer / waitress in order to know arid maintain the product well and be able to serve the customers better.
2. Have daily and weekly briefing about each job and responsibility, and discuss daily operation.
3. Create new menu with unique creation and match with the customer's taste.
4 Maintain and improve the food and beverage's quality offered to the customers.
5. Open some branches if it is possible.
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DAFTAR ISI
HALAMANJUDUL i HALAMAN PENGESAHAN ii
ABSTRAKST iii EXECUTTVE SUMMARY iv
KATA PENGANTAR xvii
DAFTARTST xix DAFTARGAMBAR xxii DAFTAR TABEL xxiii DAFTAR LAMPTRAN xxiv BAB I PENDAHULUAN 1
A. Latar Belakang 1 B. Rumusan Masalah 3 C. Tujuan Penelitian 3 D Manfaat Penelitian 4 E. Kerangka Pembahasan 5 BAB II. LANDASAN TEORI 7
A JASA 7 1. Pengertian Jasa 7
2. Karakteristik Jasa 8
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B RESTORAN DAN KLASIFDCASINYA 10
1. Pengertian Restoran 10 2. Klasifikasi Restoran 11 C PRAMUSAJIRESTORAN 13
1. Pengertian Pramusaji Restoran 13 2. Syarat-Syarat Sebagai Pramusaji 13
D. KUALITAS PELAYANAN 15 1. Definisi Kualitas Pelayanan 15 2. Dimensi Kualitas Pelayanan \6
E. KEPUASAN KONSUMEN 17 1. Definisi Kepuasan Konsumen 17
2. Macam-macam Konsumen 19 3. Metode Penelusuran Kepuasan Konsumen 20
F. KERANGKAPEMHCIRAN 22
G HTPOTESIS 23 BAB m . METODE PENELITIAN 24
A. Definisi Operasional Variabel Penelitian
Dan Gambaran Populasi 24 B. Teknik Pengumpulan Sampel 26
C. Sumber Data 26 D Teknik Pengumpulan Data „•.-.., 27
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E. Teknik Analisis Data 28
BAB IV. ANALISA DAN PEMBAHASAN 35 A. GAMBARAN UMUM CALVADOS CAFE DAN
RESTAURANT 35 1. Gambaran Umum Calvados 35
2. Struktur Organisasi Calvados Cafe dan Restaurant 36 B. ANALISIS MODEL DAN PENGUJIAN HIPOTESIS 44
1. Analisis Deskriptif 45 2. Analisis Regresi Ganda Variabel Terikat dan
Variabel Bebas 50 3. Uji Hipotesis dengan Distribusi F 54
4. Uji Hipotesis dengan distribusi t 56
BAB V KESIMPULAN DAN SARAN 63
A. KESIMPULAN 63
B. SARAN 64 DAFTARPUSTAKA 66
LAMPIRAN 67
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DAFTARGAMBAR
GAMBAR HALAMAN 2.1: Kerangka pemikiran 23
4.1: Struktur Organisasi Calvados C.afe dan Restaurant 37 4.2: Distribusi Kriteria Penerimaan/Penolakan Hipotesis
secara Simultan 55 4.3: Distibusi daerah Penerimaan/Penolakan Hipotesis
Variabel Tangible 56 4.4: Distribusi daerah Penerimaan/Penolakan Hipotesis
Variabel Reliability 58 4.5: Distribusi daerah Penerimaan/Penolakan Hipotesis
Variabel Responsiveness 59 4.6: Distribusi daerah Penerimaan/Penolakan Hipotesis
Variabel Assurance 60 4.7: Distibusi daerah Penerimaan/Penolakan Hipotesis
Variabel Empathy 62
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DAFTARTABEL
TABEL HALAMAN 3.1: Analisis Varians 31
4.1: Jenis Kelamin 45
4.2: Usia 46 4.3: Profesi 46 4.4: Frekuensi Responden Datang ke Calvados 47
4.5: Responden Mengetahui Calvados dari 48 4.6: Alasan Responden datang/memilih Calvados 49 4.7: Apakali perlu adanya peningkatan pelayanan di Calvados 50
4.8: Koefisien Regresi Linier Berganda 51 4.9: Koefisien Korelasi dan Koefisien Determinasi
Regresi Linier Berganda 53 4.10: Uji Hipotesis Distribusi F 54
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DAFTAR LAMPIRAN
LAMPIRAN HALAMAN 1. Analisa Regresi 67 ^
2. Coofficients 68 3. Contoh Kuisioner 69 4. Data Kuisioner 70 5. Data Kuisioner 71 6. Data Kuisioner 72 7. Distribusi tabel F 73 8. Distribusi tabel t 74 9. Menu Calvados Cafe dan Restaurant 75
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