By Evelyn Trisita
13311085
BACHELOR’S DEGREE In
HOTEL AND TOURISM MANAGEMENT CONCENTRATION BUSINESS ADMINISTRATION AND HUMANITIES
SWISS GERMAN UNIVERISTY EduTown BDS City
Tangerang 15339 Indonesia
January 2016
Evelyn Trisita I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgment is made in this thesis.
Evelyn Trisita
Student Date
Vishnuvardhana S. Soeprapto , BA, MA
Advisor Date
Prof. Dr. Eric J. Nasution
Dean Date
STATEMENT BY THE AUTHOR
Evelyn Trisita THE SERVQUAL INFLUENCE ON CUSTOMER BUYING DECISION AT
CIMORY RIVERSIDE RESTAURANT
By
Evelyn Trisita
Vishnuvardhana S. Soeprapto, B.A., M.A., Advisor
SWISS GERMAN UNIVERSITY
Nowadays restaurant business is growing very fast. People must be smart to choose good restaurant to eat, not only from the quality of food, but quality of
service also determine customer to decide their buying decision. In this research want to see how big is the service quality influence on customer buying decision process in Cimory Riverside Restaurant. Also based on the previous study in the suburban in Cape Town, this research is make to see, is
the Tangible dimension the most influenced the SERVQUAL itself. This research will be use quantitative method of research by using SPSS to measure all the numbers from the questionnaire which using Likert scale to
measure the answers from Cimory Riverside customers.
Keywords: Service Quality,SERVQUAL, Customer Buying Decision ABSTRACT
Evelyn Trisita
©Copyright 2016 By Evelyn Trisita All rights reserved
Evelyn Trisita This thesis is dedicated to all those who have helped me in the process of making this thesis, also to my family, my best friends, and my friends.
DEDICATION
Evelyn Trisita First of all I want to say thank you to my one and only Jesus Christ, who let me live until today, until I finished this thesis, who gave me great family and awesome friends. Secondly I want to thank my sweet family Papa, Mama, Ika Nursita, and Astrid Rosita who always give me encouragement and support.
Thank you for Cimory Riverside team Hotel that allowed me to do the research there, especially for Mr Yosua Lestijanto.
Thank you for other friends that give me support for making this thesis Jeannette Latonia, Aninditha H. Brasali, Maria Feronica, Celvin Jaya Hadi, Kevin Winter, Kevin Tantra, Jovina Yenata, and Benedict Kesuma.
Thank you for Mr. Vishnuvardhana S. Soeprapto BA,MA, who gave me the best advice for this thesis and Mr. James Hunts that checked my thesis.
Thank you for the whole wonderful four years to 7 wonders, Aninditha Brasali, Jeannette Latonia, Maria Feronica, Laurencia Amelia, Cynthia Tjahyadi, and Nydia Sadewa who always stood beside me for good time and bad time, help, support, and spent most of the time with me. I love you guys always.
Thank you for HTM lecturers who already guided me since the first semester, especially Bu Munawaroh Zainal, SE, MM and Mr. Oqke Prawira.
ACKNOWLEDGEMENT
Evelyn Trisita
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENT ... 6
TABLE OF CONTENT ... 7
LIST OF FIGURES ... 10
LIST OF TABLES ... 11
1. INTRODUCTION ... 12
1.1 BACKGROUND... 12
1.2 RESEARCH PROBLEM ... 14
1.3 RESEARCH OBJECTIVES ... 14
1.4 SIGNIFICANCE OF STUDY ... 14
1.5 RESEARCH QUESTIONS ... 14
1.6 SCOPE AND LIMITATION ... 14
1.7 THESIS STRUCTURE ... 15
2. LITERATURE REVIEW ... 16
2.1 RESTAURANT ... 16
2.1.1 Type of restaurants ... 16
2.2 SERVICE QUALITY ... 19
2.2.1 The 5 Service Dimensions All Customers Care About ... 19
2.3 MASLOW'S HIERACHY OF NEEDS ... 20
2.4 FACTORS AFFECTING THE BUYER BEHAVIOR ... 21
2.4.1 The Customer Buying Process ... 23
2.4.2 Customer Loyalty ... 25
2.5 PREVIOUS STUDY ... 27
2.6 DIFFERENCE WITH PREVIOUS RESEARCH ... 30
2.7 RESEARCH MODEL ... 31
2.8 HYPOTHESIS ... 31
3. RESEARCH METHODS ... 32 TABLE OF CONTENT
Evelyn Trisita
3.1 RESEARCH PROCESS ... 32
3.2 TYPE OF STUDY ... 33
3.3 DATA SOURCES ... 33
3.3.1 Primary Data ... 33
3.3.2 Secondary Data ... 33
3.4 RESEARCH INSTRUMENT ... 33
3.5 OPERATIONAL VARIABLE ... 34
3.6 POPULATION AND SAMPLE ... 37
3.6.1 Population ... 37
3.6.2 Sample ... 37
3.6.3 Sampling method ... 38
3.7 DATA TESTING ... 39
3.7.1 Pre-Testing ... 39
3.7.2 Post-Testing ... 39
3.8 VALIDITY AND RELIABILITY ... 39
3.8.1 Validity ... 39
3.8.2 Reliability ... 40
3.9 DATA ANALYSIS ... 41
3.9.1 Normality test ... 43
3.9.2 Heteroscedasticity ... 44
4. RESULTS AND DISCUSSIONS ... 46
4.1 COMPANY PROFILE ... 46
4.2 RESPONDENT PROFILE ... 47
4.2.1 Gender ... 47
4.2.2 Age ... 47
4.2.3 Marital Status ... 48
4.2.4 Last Education ... 48
4.2.5 Income per month ... 49
4.2.6 How many times you visit Cimory Riverside in a year ... 49
4.3 VALIDITY AND RELIABILITY ... 50
4.3.1 Validity Analysis (pre-testing) ... 50
Evelyn Trisita
4.3.3 Validity Analysis (Post-Testing) ... 51
4.3.3 Reliability Analysis Service Quality and Customer Buying Decision ... 54
4.4 HYPOTHESIS TESTING ... 54
4.4.1 Normality Test ... 55
4.4.2 Heteroscedaticity Test ... 56
4.4.3 Dimension of Service Quality Dimension ... 57
4.4.5 F Test ... 60
4.5 HYPOTHESIS ANALYSIS ... 62
5.1 CONCLUSION ... 64
5. CONCLUSION AND RECOMMENDATION ... 64
5.1.1 Servqual has impact toward Customer Buying Decision ... 64
5.1.2 Tangible has the most influence to SERVQUAL ... 64
5.2 RECOMMENDATION ... 65
GLOSSARY ... 66
APPENDICES A ... 67
APPENDICES B ... 69
APPENDICES C ... 74
BIBLIOGRAPHY ... 79
Curriculum Vitae ... 81
