statistics final project - last in begsol (revisi)_07

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CONTRIBUTION LETTER



ACKNOWLEDGEMENT

We would like to express our gratitude to God Almighty for giving us all the chance to do this

research and to finish this research. All honors for all who contributed in this research, including:

1. Our Lecturer Mr. Ir. Muhril Ardiansyah, M.Sc,Ph.D for his guidance and help for this

research and also this has been our great experience and unforgettable moment together.

2. Group member Ve,Elisabeth,Vicky,Baskoro,Daniel,Ikhsan, and Oline for your all

contribution to this research.

3. All our Binus Business School friends and especially our 13T1 classmates for your help

and sharing the knowledge.

4. Roppan Restaurant and Café and all the survey participant of Roppan Restaurant and

Café at Gandaria City. Thank you for your spare time to fill our surveys, which are

important to our research.

Finally we would like to thank who cannot be mentioned above. May God bless this research and

all of us.

Jakarta, July 2013



----------------------

TABLE OF CONTENT

Cover……………………………………………………………………………………..… 1

Contribution Letter……………………………………………………………………….2

Acknowledgement……………………………………………………………………….. 4

Table of Content…………………………………………………………………............ 4

Abstract………………………………………………………………………………….. 4

List of Appendices………………………………………………………………………. 4

CHAPTER I : INTRODUCTION………………………………………………………….. 5

1.1 Background………………………………………………………………………….. 5

1.2 Research Problems…………………………………………………………………... 5

1.3 Research Purposes……………………………………………………………………5

1.4 Significancy of Studies……………………………………………………………… 5

1.5 Limitation of Studies…………………………………………………………………5

1.6 Thesis Structure………………………………………………………………………5

CHAPTER II : LITERATURE REVIEW 4

2.1 Customer Satisfaction Definition…………………………………………………….5

2.2 Price…………………………………………………………………………………..5

2.3 Product Design……………………………………………………………………… 5

2.4 Taste………………………………………………………………………………… 5

2.5 Hospitality of Services………………………………………………………………. 5

2.6 Convenience of Outlet………………………………………………………………..5



2.7 Speed of Services……………………………………………………………………. 5

2.8 Cleanliness of the Outlet…………………………………………………….. 5

CHAPTER III : METHODOLOGY…………………………………………………. 4

3.1 Population and Sample……………………………………………………….. 5

3.2 Variables : Definition and Measurement……………………………………… 5

3.2.1 Dependent Variable………………………………………………………. 6

3.2.2 Independent Variable……………………………………………………. 6

3.3 Collecting the Data……………………………………………………………. 5

3.4 Data Analysis Method………………………………………………………… 5

3.4.1 Multiple Regression…………………………………………………………. 6

3.5 Hypothesis Testing……………………………………………………………. 5

3.5.1 Fit Model Testing………………………………………………………… 6

3.5.2 Variable Testing…………………………………………………………. 6

CHAPTER IV : RESULT AND DISCUSSION……………………………………. 4

4.1 Descriptive Statistic………………………………………………………….. 5

4.1.1 Customer Satisfaction……………………………………………………. 6

4.1.2 Product Price……………………………………………………………… 6

4.1.3 Product Design…………………………………………………………… 6

4.1.4 Taste………………………………………………………………………. 6

4.1.5 Hospitality of Service……………………………………………………. 6

4.1.6 Convenience of Outlet……………………………………………………. 6

4.1.7 Speed of Service………………………………………………………….. 6

4.1.8 Cleanliness of Outlet…………………………………………………….. 6

4.2 Inference Statistic…………………………………………………………….. 5



4.2.1 ANOVA………………………………………………………………..... 6

4.2.2 T-TEST………………………………………………………………….. 6

4.3 Discussion……………………………………………………………………. 5

CHAPTER V : CONCLUSION AND RECOMMENDATION……………………. 4

5.1 Conclusion……………………………………………………………………. 5

5.2 Recommendation……………………………………………………………… 5

REFERENCES………………………………………………………………………. 4

APPENDICES……………………………………………………………………….. 4



ABSTRACT

Indonesia is multi-ethnic with many types of languages and cultures, wide regional differences

and fastchanging political and economic circumstances. In social aspect, numbers of populationgradually increase every year. As population grows, food demand also grows. With

increasing income and urbanization, demand for food not only increases, but changes with

shifts in consumption patterns. This research is also motivated by the emergence of

competition among the restaurants. A huge percentage of prepared food and beverages become a

potential opportunity in the form of food service industry. Potential opportunities are widely used by

businesses or capital owners to build business in the food service industry. For instance restaurant and

Café business in the food industry is growing in the capital city, Jakarta. Based on reference

from Statistics Indonesia (Badan Pusat Statistik) showed an increase in the number of

restaurants per year.

The objectives of this research are to determine how much influence the factor of price,

product designs, cleanliness, taste, hospitality of service, convenience, speed of service to

customer satisfaction in Roppan Restaurant and Cafe.

Researchers uses questionnaire by using random sampling of 34 respondents who had

visited Roppan Cafe and Restaurant, Gandaria City Mall Branch. Where variables Prices,

Products Design, Taste, Hospitality of Service, Convenience, Cleanliness, Speed of Service.

Hypothesis testing using T test showed that there are two independents variables

significant among the seven independent variables, includes : quality of the product (taste)

and convenience of the place.

According the research of consumer satisfaction in Roppan Café and Restaurant, in

Gandaria City Mall Branch by using questionnaire as a tool of methodology, there are several

aspects that influence consumer satisfaction : Taste and Convenience.

Keywords : Restaurant, Multiple Regression, T-test Customer Satisfaction, Independent

Variables.



CHAPTER I

INTRODUCTION

1.1 Background

Indonesia is multi-ethnic with many types of languages and cultures, wide regional differences and

fastchanging political and economic circumstances. This country experienced a modernization that occurs

in various aspects of life. In social aspect, number of population gradually increase every year, as

we can see in the following Table 1, population growth will have an impact to food’s demand.

TABLE 1. Data on Population Growth

Propinsi 2000 2005 2010 2015 2020 2025

(1) (2) (3) (4) (5) (6) (7)

11. Nanggroe Aceh Darussalam 3,929.3 4,037.9 4,112.2 4,166.3 4,196.5 4,196.3

12. Sumatera Utara 11,642.6 12,452.8 13,217.6 13,923.6 14,549.6 15,059.3

13. Sumatera Barat 4,248.5 4,402.1 4,535.3 4,693.4 4,785.4 4,846.0

14. Riau 4,948.0 6,108.4 7,469.4 8,997.7 10,692.8 12,571.3

15. Jambi 2,407.2 2,657.3 2,911.7 3,164.8 3,409.0 3,636.8

16. Sumatera Selatan 6,210.8 6,755.9 7,306.3 7,840.1 8,369.6 8,875.8

17. Bengkulu 1,455.5 1,617.4 1,784.5 1,955.4 2,125.8 2,291.6

18. Lampung 6,730.8 7,291.3 7,843.0 8,377.4 8,881.0 9,330.0

31. Dki Jakarta 8,361.0 8,699.6 8,981.2 9,168.5 9,262.6 9,259.9

32. Jawa Barat 35,724.0 39,066.7 42,555.3 46,073.8 49,512.1 52,740.8

33. Jawa Tengah 31,223.0 31,887.2 32,451.6 32,882.7 33,138.9 33,152.8

34. D I Yogyakarta 3,121.1 3,280.2 3,439.0 3,580.3 3,694.7 3,776.5

35. Jawa Timur 34,766.0 35,550.4 36,269.5 36,840.4 37,183.0 37,194.5

51. B A L I 3,150.0 3,378.5 3,596.7 3,792.6 3,967.7 4,122.1

52.Nusatenggara Barat 4,008.6 4,355.5 4,701.1 5,040.8 5,367.7 5,671.6

53.Nusa Tenggara Timur 3,823.1 4,127.3 4,417.6 4,694.9 4,957.6 5,194.8

61. Kalimantan Barat 4,016.2 4,394.3 4,771.5 5,142.5 5,493.6 5,809.1

62. Kalimantan Tengah 1,855.6 2,137.9 2,439.9 2,757.2 3,085.8 3,414.464. Kalimantan Timur 2,451.9 2,810.9 3,191.0 3,587.9 3,995.6 4,400.4

71. Sulawesi Utara 2,000.9 2,141.9 2,277.2 2,402.8 2,517.2 2,615.5

72. Sulawesi Tengah 2,176.0 2,404.0 2,640.5 2,884.2 3,131.2 3,372.2

74. Sulawesi Tenggara 1,820.3 2,085.9 2,363.9 2,653.0 2,949.6 3,246.5

75. Gorontalo 833.5 872.2 906.9 937.5 962.4 979.4

81. M A L U K U 1,166.3 1,266.2 1,369.4 1,478.3 1,589.7 1,698.8



94. Papua

Source : Statistics Indonesia (Bada

Abraham Maslow was a so

in their entirety. Maslow is best kn

hierarchy of needs. At the bottom

One of them is food. It is very impo

TABLE 2. The Pyramid of Hie

Modernization also has

accelerating in Indonesia. Forei

consumption patterns of the loca

Indonesian lifestyles, es

dynamic. Eating meals prepare

There are some reasons becaus

cooking facilities and other r

convenience and competitive pri

Pusat Statistik Indonesia)

cial psychologist who focused on the psychological

wn for his theory, the Hierarchy of Need. There ar

f the pyramid are the basic needs or physiological

rtant to the physical survival of the person.

rarchy of Needs by Maslow

n impact in the field of culture, in which the

n culture affect people's lifestyles and eventu

l society in Indonesia.

ecially those who lives in urban, they tend

outside home is a typical feature of urban s

it is often conditioned by long travel times

sources for food preparation in home, as

es.

needs of a person

e five levels in the

of a human being.

oreign culture is

ally its influence

to be active and

ociety lifestyles.

to work, limited

well as greater



Due to the food demands, agro food industry required to meet the food needs of our local

society. Agro food industry provides agricultural products into processed products such as staple

food products, vegetables, fresh prepared food, starchy, cooking oil, proccessed foods and others.

An example of agro food industry is prepared foods company or industry. According to Huang

statement on Kusmastuti (2006) that the elasticity of demand for nutrients, is highly responsive to

changes in food prices and current income per capita caused changes in primoary food consumption

patterns (Table 3). People not only consump rice as staple food, but they begin to consump substitute or

alternative food instead of staple food or rice. This increase can be understood as a change in lifestyle,

particularly in urban areas that require the availability of products that are fast-paced and practical.

Table 3. Monthly Average Expenditure per Capita by Commodity Group (rupiahs)

2009-2011 (Pengeluaran Rata-rata Per Kapita Sebulan Menurut Kelompok Barang

Tahun terbaru di Provinsi Jawa Barat /DKI Jakarta)

Kelompok Barang/Commodity

Group 2009 2010 2011

Food/ Makanan

Cereals/ Padi-padian/ 38 122 44 004 44 415

Preparedfood and beverages/ Makanan

dan minuman jadi 54 326 63 286 81 470

Fish/Ikan 18454 21 467 25 369

Vegetables/ Sayur-sayuran 16 813 18 995 25 549

Source: Expenditure for Consumption of Indonesia, Statistics Indonesia

(Badan Pusat Statistik Indonesia)

Increase in average spending per capita a month for food and beverage showed

considerable opportunities for the development of prepared food company or industry. The more

higher mobility of urban society mobile, the more they have such a limited time to prepare food

by themselves. Therefore people prefer to save time by looking for prepared food outside.

A huge percentage of prepared food and beverages become a potential opportunity in the

form of food service industry. Potential opportunities are widely used by businesses or capital



owners to build business in the food service industry. For instance restaurant and Cafe. There are

others forms of food and beverages industry, from affordable to high end prices such as vendor

street, tevern, pub and lounge and exclusive restaurant.

In addition, eating food in the restaurant is not only to eliminate hunger and thirst,

furthermore they want to gather, relax and meet their colleague or business relations. This issue

might encourage the growth of restaurant business, particularly for quality and variabilty type of

restaurant. As we can see on Table 4, a number of restaurant gradually rise during 2007 to 2011.

TABLE 4

Restaurant business in the food industry is growing in the capital city, Jakarta. Based on

reference from Statistics Indonesia (Badan Pusat Statistik) showed an increase in the number of

restaurants per year (TABLE 5). The restaurants growth in the year 2011 as many as 1861 units

of medium and large scale businesses. This shows the interest to build a restaurant in the city of

Jakarta is quite huge. The numbers of restaurants that always increase every year are indicating

rampant competition fellow restaurant business in Jakarta.



Amid the competitive rivalry, restaurant or cafe entrepreneurs devise appropriate

marketing strategies to achieve company goals, one of which is to build customer loyalty by

maintaining customer satisfaction. Quality of service the company is one of the factors that can

influence customer satisfaction. In order to fulfil satisfaction, a company should be able to sell

product or service that provides affordable price balance with the quality.



Quality provides an impetus to consumers to establish strong ties with company. Thus,

companies can improve customer satisfaction while minimizing or eliminating consumer

experience less enjoyable. Customer satisfaction and loyalty can create consumer loyalty to

companies that provide satisfactory quality (Tjiptono, 2002: 54).

Quality of products and services is the most essential thing that should be a top priority for

the management business if they want to win the battle in market competition. Consumers who are

satisfied will be something that the consumer will use the service again in the future (customer

loyalty). If the quality of service received by the consumer better or equal to what he had imagined,

then the consumer will likely try again (Yoety, 2000:45). Basically one of the strategy marketing

is generally done by using word of mouth. If there is only one customer who feels unsatisfied,

then there is a possibility that restaurant will lose some potential customers. On the contrary if

there is one customer who satisfied, it is likely the restaurant will get some new prospective

customers. As Kotler (2002) says, a person who does not like a product will tell their experience

to ten others people.

The survival of a company in the long run usually influenced by the level of consumer

satisfaction. Due to the high satisfaction or pleasure which creates high emotional attachment to

a particular brand, not just a rational preference. It will result high customer loyalty (Kotler,

2002:42). For those companies who have to compete with similar companies ought to set up a

strategy by creating a distinctive and specific product with right value proposition. They should

also have its own characteristics which is able to satisfy the target customer.

However their effort to satisfy customer is not simply. Marketing activities operate on the

situation intensifies competition and the constantly evolving environment. One of the marketing

concepts offered by Kotler (2000:355) to conduct marketing mix remains which include product,

price, service and promotion.

Satisfaction is the level of one's feelings after comparing the performance / results with

the perceived expectations. Kotler (Kotler, 2000:41) also stated that level of satisfaction is a

function of the difference between perceived performance to expectations. If the performance



below expectations, then the customer will be disappointed. When performance in line with

expectations, customers will be very satisfied. Customer expectations can be shaped by past

experiences, relatives and the promise of computer and information from marketers.

Roppan Cafe and Restaurant is one of the typical Japanese home-style meals. It was

established in 2011 and have 13 outlets around Indonesia. Nowaday it is growing among young

adult people. The name Roppan itself is taken from Toast Pan Roppongi, one of the hippest hill

in Japan. They brought a great concept of fresh from the oven that also can be seen from the

open kitchen which guarantee the food must be fresh. Roppan becomes people choices especially

for those who just wants to grab a fresh and instant food. They provides a large selections of

Toast Bread with various toppings. With their affordable prices, Roppan is just right for people

who wants to eat light snacks or just having a relacing time with a glass of cold frosty flavoured

beer or perhaps only a cup of coffee.

Intense competition among various Japanese restaurants in Jakarta, requires Roppan to

design a strategy to maintain customer satisfaction. All the factors that affect customer

satisfaction as price, product, hygiene, quality of service, on Roppan not necessarily be able to

create an optimal customer satisfaction, so it needs to be re-evaluated along with how big

influence on customers.

Based on this background, the researchers intend to conduct a research on “How much influence

the price factor, product, cleanliness and quality service to customer satisfaction in Roppan

Restaurant and Cafe?”



1.2 Research Problems

As population grows, food demand also grows. With increasing income and urbanization,

demand for food not only increases, but changes with shifts in consumption patterns.

The objectives of this research are :

• To determine how much influence the price factor, product, cleanliness and quality

service to customer satisfaction in Roppan Restaurant and Cafe?”

1.3 Research Purposes

The purpose of this quantitative, descriptive research study is to analyze the aspects that

influence the level of satisfaction of Roppan’s consumers by using Likert scale in the

questionaire. And to analyze what are the dependent variables that have significance with the

independent variable. The sample was taken place at Roppan’s first outlet, in mall Gandaria

City.

1.4 Significancy of Studies

There are two types of benefits from this research :

1. Academic field To build understanding regarding multiple regression and determine

what kind of aspects that influence customer satisfaction.

2. Practical field The result of the study can be suggestions towards related company

(Roppan) in order to increase profit of the company by satisfying the customers.

1.5 Limitation of Studies

The research suffers from the consumer satisfaction of the sample in Roppan Cafe

Restaurant, where the located at Gandaria City. By virtue of consisting of the questionnaire thatresearch offer tow, the sample was not sufficiently heterogenous. The limitiation that our

research was only focus on consumer satisfaction with several variables such as price, design,

environment, comfort, cleanliness. Where the limited of our research is:



1. The research focused on what kind of variable that will affect to consumer satisfaction in

Roppan restaurant.

2. The location that we research for Roppan Café and Restaurant only at Gandaria City.

1.6 Thesis Structure

In a systematic witting section, the researcher will outline contained in each chapter

of the study that will be conducted.

CHAPTER 1

In chapter 1 the researcher was explain about background of these research.

Essentially, the researcher’s reason why done the research, objective of the research

purposes of the research, significant of the studies, limitations of the studies and thesis

structure.

CHAPTER 2

In Chapter 2 the researcher emphasized the theory used for this research such as

customer satisfaction, price, product design, taste, hospitality of service, cleanliness of

the outlet, speed of service, convenience.

CHAPTER 3

In Chapter 3 it was about methodology of the research, which is explain about

multiple regression, population and sample, variables: definition and measurement

includes dependent and independent variable

CHAPTER 4

In chapter 4, researchers explained descriptive statistics, inference statistics,

ANOVA, T-Test, hypothesis, the result of research.



CHAPTER 5

In chapter 5, researchers outlined the conclusions and recommendations.



CHAPTER II

LITERATURE REVIEW

This chapter will discuss about customer satisfaction, price, product design, taste,

hospitality of the services, conveniences of the outlet, speed of services, and cleanliness of the

outlet.

2.1. Customer Satisfaction Definition

Customer satisfaction is defined in Oliver’s (1997) terms: that it is the consumer’s

fulfillment response. It is a judgment that a product or service feature, or the product or service

itself, provides a pleasurable level of consumption related fulfillment. In other words, it is theoverall level of contentment with a service/product experience.

Another definition, consumer satisfaction is the extent to which the benefits of a product

perceived in accordance with what is expected from customers (Amir, 2005). Kotler (2000) says

that customer satisfaction is the level of one's feelings after comparing the performance of the

products that he felt with his expectations. Satisfaction or dissatisfaction of consumers is the

response to disconfirmation evaluations or perceived discrepancy between prior expectations and

actual performance of the product that is felt after consumption (Tse and Wilson in Nasution,

2004)

Furthermore, Gaspers (in Nasution, 2005) says that customer satisfaction is very

dependent on consumer perceptions and expectations. The factors that influence the perceptions

and expectations of the consumers, among others:

a) Needs and desires with regard to the things that consumers felt while trying to make a

deal with the manufacturer of the product.

b) Past experience when consuming the products of the company and its competitors.

c) Experiences of friends.



Engel, Roger & Miniard (1994) said that satisfaction is a post-consumption evaluation of

several alternatives to choose in order to meet expectations. Band (in Nasution, 2005) said that

satisfaction is achieved when quality meets and exceeds expectations, desires and needs of

consumers. Conversely, if the quality did not meet and exceed expectations, desires and needs of

consumers, satisfaction is not achieved. Consumers who are not satisfied with the goods or

services are consumed will look for other companies who are able to supply their needs.

From the various opinions on the above it can be concluded that the definition of

consumer satisfaction level one's feelings after comparing the performance of the product that he

felt with his expectations.

The characteristics of satisfied consumers: Kotler (2000) states the characteristics of

consumers who are satisfied are,

1. Product Loyalty

Satisfied consumers tend to be loyal and they will continuously buy from the same

manufacturer.

2. Positive word of mouth communication

Satisfied consumers will give positive recommendations about product and manufacturer

positively to the other prospective consumers

3. Tendency to choose a product from the same manufacturer

When a consumer want to buy a product, the manufacturer that gives satisfaction to the

consumer, will be the main consideration in consumer’s mindset to choose the product.

2.2. Price

The price of the items on the menu can also greatly influence customers because price

has the capability of attracting or repelling them (Monroe, 1989, stated in Andaleeb & Conway,

2006), especially since price functions as an indicator of quality (Lewis and Shoemaker, 1997,

stated in Andaleeb & Conway, 2006).

The pricing of restaurant items also varies according to the type of restaurant. If the price

is high, customers are likely to expect high quality, or it can induce a sense of being “ripped off.”



2.7. Speed of Services

Yuksel and Yuksel (2002) stated that the first factor with the greatest effect on dining

satisfaction was service quality, followed by product quality, menu diversity and speed of

service.

2.8. Cleanliness of the outlet

Researchers conducted some studies to find whether cleanliness is one of the predictors

for consumer satisfaction. In their studies, cleanliness was one of the part in services area. For

example, Wakefield and Blodgett (1996, stated in Ryu & Han, 2010) examined the effects of

layout accessibility, facility aesthetics, electronic equipment, seating comfort, and cleanliness on

the perceived quality of the servicescape. The findings revealed that perceived quality of

physical environment significantly affected a customer’s satisfaction in the leisure service

setting.

Furthermore, Clark and Wood (1998, stated in Ryu & Han, 2010) argued that tangible

rather than intangible elements are of greater importance in gaining customer loyalty and

continued restaurant patronage. Consumers’ favorite sandwiches/bakery is “Panera Bread,”

which is one of the leading brands in the quick-casual sector. The best attribute of the brand is

atmosphere, followed by food quality, menu variety, service, and cleanliness. It was found in one

of their findings that cleanliness is played a role in gaining customer loyalty and continued

restaurant patronage.

Moreover, in another study that conducted by researchers that food quality, atmosphere,

menu variety, service from staff, cleanliness, styling, price, interior design and décor,

professional appearance of staff, and store location have been identified as components of store

image in the restaurant industry that are lead to customer satisfaction (Baker et al., 1994;

Lindquist, 1974; Prendergast & Man, 2002, stated in Ryu & Han, 2010).

Form the findings that are done by past researches, in this study, cleanliness of the outlet

is used to predict customer satisfaction.



CHAPTER III

METHODOLOGY

3.1 Population and Sample

We are using the Roppan Company for the research object, so the population of

our research is the Roppan’s customers. Because of the widely spread of Roppan’s

outlets, we can’t take all the data from population, so we should take the sample. The

sample of our research is the Roppan’s customers in Gandaria City outlet within a day of

observation of 30 individual customers.

3.2 Variables : Definition and Measurement

We divided our variables into two categories, dependent and independent

variable. The dependent variable is a variable that can’t stand alone without other

variable, in other hand the independent variable is a variable that not influenced by other

variable.

3.2.1 Dependent Variable

In this research we used Customer Satisfaction for the dependent variable.

Satisfaction shows us about the overall conditions that meet with customer expectation,

in this case we will talk about how satisfy the Roppan overall services for the customers.

3.2.2 Independent Variable

For identifying the customer satisfaction of overall services of Roppan, we use the

independent variables as follow:



- Price

The price’s variable shows the opinion of overall price of products sold by Roppan

outlet. The variable will contain the opinions of: very expensive, expensive,

moderate, cheap, very cheap.

- Product Design

The product design’s variable shows the opinion of overall product’s design that sold

by Roppan. The variable will contain the opinion of: very bad, bad, moderate, good,

very good.

- Taste

The Taste’s variable shows the opinion of overall product’s taste of products that sold

by Roppan. The variable will contain the opinion of: very bad, bad, moderate, good,

very good.

- Hospitality of Services

The Hospitality of Service’s variable shows the opinion of overall service’s

hospitality that provided by Roppan’s employee. The variable will contain the

opinion of: very bad, bad, moderate, good, very good.

- Conveniences of Outlet

The Conveniences of Outlet’s variable shows the opinion of overall outlet’s

conveniences that provided by Roppan. The variable will contain the opinion of: very

bad, bad, moderate, good, very good.

- Speed of Services

The Speed of Service’s variable shows the opinion of overall service’s speed that

provided by Roppan. The variable will contain the opinion of: very bad, bad,

moderate, good, very good.



3.3 Collecting The Data

We are using the primary data, we collected the data by distribute the survey paper

(questionnaire) to the Roppan’s customers of Gandaria City’s outlet within an operational

day. So we get the data directly from the research subject. We design the survey paper with

likert chart, so the customer will be easy to grading their opinion about the questions. The

Likert Scale is a five point scale which is used to allow the individual to express how much

they agree or disagree with a particular statement. The five point scale as follows :

- 2 = Unstatisfy

- 1 = Less Satisfy

0 = Neutral

1 = Satisfy

2 = Very Satisfy

3.4 Data Analysis Method

Data analysis method is process of inspecting, cleaning, transforming, and

modeling data with the goal of highlighting useful information, suggesting conclusions,

and supporting decision making. Data analysis has multiple facts and approaches,

encompassing diverse techniques under a variety of names, in different business, science,

and social science domains. We analyze the data with help of statistics tools using

Microsoft excel. In this research, we use multiple regression to know more than one

cause is associated with the effect you wish to understand.

3.4.1. Multiple regression (2006 Samuel L. Baker) is regression with two or more

independent variables on the right-hand side of the equation. Use multiple

regression if more than one cause is associated with the effect you wish tounderstand. That bears repeating:

Why do multiple regression?



When we collect data, we do not get to see the true plane. All we have is the

cloud of points, floating in space. Multiple regression with two independent

variables tries to find the plane that best fits that cloud of points, in the hope that

the regression plane will be close to the true plane.

If you have more than two independent variables, it is conventional to go to

a subscript notation for the variables and the slope parameters, like this:

Y = α + β1X1 + β2X2 + ... + βpXp + error

This is why some statistics programs refer to the coefficients of the

independent variables as “betas.”

With more than two independent variables, you are fitting hyper planes to

data points floating in hyper space. That is not easy for most people to visualize.

3.5 Hypothesis Testing

Hypothesis testing in this research is done using linear multiple regression, which

is one of statistical analysis methods that analyze the relationship pattern of two or more

independent variables. The purpose of this method is to analyze the quantitative effect

caused by some events (independent variable) to the other event (dependent variable). In

this research we are using the linear multiple regression as bellow :

CS = β _0 + β _1PR + β _2PD + β _3TA + β _4HS + β _5CO + β _6SS + β _7CL + e

Where:

CS = Customer Satisfaction

β_0 = the intercept coefficientβ_1, β_2, β_3

β_4, β_5, β_6

β_7 = the coefficient of independent variables

PR = (overall) product price



PD = Product Design

TA = Taste

HS = Hospitality of Services

CO = Conveniences of Outlet

SS = Services Speed

CL = Cleanliness of outlet

e = Error component of model

The hypothesis testing contained two steps test:

1. Fit Model Testing (ANOVA)

The purpose of fit model testing is to know whether the whole model is fit or not fit.

The methods are:

a. Comparing F-test with F-table

If F-test > F-table Reject H0, the model is fit

If F-test < F-table don’t reject H0, model isn’t fit

b. Comparing Significant F with α

If Sig.F < α Reject H0, model is fit

If Sig.F > α don’t reject H0, model isn’t fit

2. Variable testing

To know whether each independent has significant effect or not to the dependent

variable, we use the t-test to analyze them. The methods are:

a. Comparing t-test value of each independent variable with t-table value

For each variable:

If t-test > (positive) t-table or t-test < (negative) t-table reject H0, variable

is significant.

If (negative) t-table ≤ t-test ≤ (positive) t-table don’t reject H0, variable

isn’t significant.

b. Comparing the p-value with α

For each variable:

If p-value < α Reject H0, variable is significant



If p-value > α don’t reject H0, variable is not significant

CHAPTER IV

RESULT AND DISCUSSION

4.1 Descriptive Statistic

Descriptive Statistics aim to summarize a sample, rather than use the data to learn about

the population that the sample of data is thought to represent. This generally means that

descriptive statistics, unlike inferential statistics, are not developed on the basis of probability

theory.

Descriptive statistic show us about the descriptive information of data collected. The data

that the researchers use for this study is questionnaire, where the total of observations is 34

respondents.

In this research we analyze the descriptive statistic for each variable as follow:

4.1.1 Customer Satisfaction

Customer Satisfaction

Mean 0.735294118

Standard Error 0.106045626

Median 1

Mode 1

Standard Deviation 0.618346942

Sample Variance 0.382352941

Kurtosis 0.91461764

Skewness -0.59231916

Range 3

Minimum -1

Maximum 2



Sum 25

Count 34

Which are:

α = 0,05

Ŷi= β0+β1X1i+β2X2i+β3X3i+……….

β0= intercept

β1= price

β3=product design

β4=taste

β5=hospitality of service

β6=convenience

β7=cleanliness

The customer satisfaction is the dependent variable in this research; we collect the data

with liker scale questioner (scale from -2 to +2). The descriptive statistic of this variable tell

us that : the mean of the data is 0.735, the average of satisfaction of each customer is above 0

but still not even 1. The minimum score collected is -1 (bad) and the maximum score is +2

(Very good).

4.1.2. Product Price

Product Price

Mean 0.411764706


Median 0



Mode 0

Standard

Deviation 0.82085126


Kurtosis

-

0.343104625

Skewness 0.125692203

Range 3

Minimum -1

Maximum 2

Sum 14

Count 34

Product Price is an important aspect that has always been considered by consumers to

pass a decision on the purchase of a product. In this research through questionnaires spread

product price can be viewed standard error is 0.14077483, or ≤ α, which means that the

variable is not significant or do not affect customer satisfaction.

4.1.3. Product Design

Product Design

Mean 0.911764706


Median 1

Mode 1

StandardDeviation 0.570361239


Kurtosis 0.295783267

Skewness -



0.023417027

Range 2

Minimum 0

Maximum 2

Sum 31

Count 34

In this research, product design is one of the variables selected to start viewing how

significant these variables can affect customer satisfaction, and the results of research in

addressing the standard error of the data is equal to 0.097816146 or> of α. which can be

concluded from these results that the product design variables have no effect on customersatisfaction.

4.1.4 Taste

Taste

Mean 0.764705882

Standard Error 0.133903572Median 1

Mode 1

Standard



Kurtosis

-

0.572312573


Range 3

Minimum -1

Maximum 2



Sum 26

Count 34

Taste is one of the variables selected to start viewing how significant these variables can

affect customer satisfaction, and the results of research in addressing the standard error of the

data is sebesar0.133903572 or <than α. which can be concluded from these results that the

variables showed significant taste or may affect the customer's satisfaction.

4.1.5. Hospitality of Services

Hospitality

Mean 0.588235294


Median 1

Mode 1

Standard



Kurtosis

-

0.588257063

Skewness

-

0.146164568

-2

-1

0

1

2

3

-2 -1 0 1 2 3

T i n g k a t K e p u a s a n

Rasa Makanan

Taste Line Fit Plot

Tingkat Kepuasan

Predicted Tingkat

Kepuasan



Range 3

Minimum -1

Maximum 2

Sum 20

Count 34

Hospitality of services is one of the variables selected in this study, how to start viewing

these variables can significantly affect customer satisfaction, and the results of research in

addressing the standard error of the data is equal to 0.588235294 or> of α =0,05. which can be

concluded from these results that the hospitality of the variables showed no significant or

services does not affect the customer's satisfaction.

4.1.6. Convenience of Outlet

Convenience

Mean 1


Median 1

Mode 1

Standard



Kurtosis

-

0.365336896

Skewness

-

0.552468006

Range 3

Minimum -1

Maximum 2



Sum 34

Count 34

In this study convenience of services is one of the selected variables, how to start viewing

these variables can significantly affect customer satisfaction, and the results of research in

addressing the standard error of the data is equal to 0.152226494 or> of α. which can be

concluded from these results that the convenience of the variables showed significant services

or affect the customer's satisfaction.

4.1.7. Service Speed

Speed of Services

Mean 0.441176471


Median 1

Mode 1

Standard



Kurtosis -

-2

-1

0

1

2

3

-2 -1 0 1 2 3

T i n g k a t K e p u a s a n

kenyamanan

Convenience Line Fit Plot

Tingkat Kepuasan

Predicted Tingkat

Kepuasan



0.724211811

Skewness

-

0.373072382

Range 4

Minimum -2

Maximum 2

Sum 15

Count 34

In this research service speed is one of the selected variables, to start viewing how

significant these variables can affect customer satisfaction, and the results of research in

addressing the standard error of the data is equal to 0.152226494 or> of α=0,05. which can be

concluded from these results that the service variable speed showed no significant or not

affect the customer's satisfaction

4.1.8. Cleanliness of Outlet

Cleanliness

Mean 0.588235294


Median 1

Mode 1

Standard



Kurtosis

-

0.117901596

Skewness

-

0.928752654

Range 2



experimental error. This hypothesis is rejected if the F-ratio is significantly large enough

that the possibility of it equaling 1.0 is smaller than some pre-assigned criteria such as 0.05.

Annova model that we asses to this study is fit, because based on data above we can look

the significance of F less than 0.05.

4.2.2 T-Test

Coefficients Standard Error t Stat P-value Lower 95%

Upp

95

Intercept -0.036589797 0.14252072 -0.256733172 0.799405472 -0.329545332 0.256

Product Price -0.115369923 0.096144954 -1.199958179 0.240975894 -0.312998706 0.082

Product Design 0.127722763 0.141156692 0.904829667 0.373864106 -0.162428973 0.417

Taste 0.477551744 0.110821066 4.309214476 0.000207944 0.249755779 0.705

Hospitality 0.043768027 0.094848643 0.461451274 0.64831233 -0.151196151 0.23

Speed of Svc. 0.026099893 0.075283738 0.346686988 0.731616742 -0.128648048 0.180

Convenience 0.204014915 0.087717687 2.325812759 0.028095653 0.023708628 0.384

Cleanliness 0.16400575 0.129186632 1.269525699 0.215499798 -0.101541176 0.429

The t-test assesses whether the means of two groups are statistically different

from each other. This analysis is appropriate whenever you want to compare the means of

two groups. The t-value will be positive if the first mean is larger than the second and

negative if it is smaller.

According the research of above data we can conclude that the green bar (taste and

convenience) is significant and the red bar (product price, product design, hospitality, speed

of services, cleanliness) is not significant, because the p value in that research more than

α=0,05.

Multiple Regression Equation with two independent variable :

Ŷi= b0+b1X1i+b2X2i

B0= -0.036589797, b1= 0.477551744, b2=0.204014915



The sample Y intercept (b0= -0.036589797), estimates the number of Roppan Café

and Restaurant consumer satisfaction

According to our data analysis and questionnaire, the slope of taste with Roppan

café and restaurant consumer satisfaction (b1=0.477551744) indicates that mostlyrespondents stated that the taste of the product is satisfy, which can be rated in number 4

(satisfy). Secondly, independent variable on convenience (b2=0.204014915) showed that

respondents also stated that the convenience of the place is satisfy.

• Testing for the Slope in Variable ‘Taste’ (α3)

H0 = 0

H3 : α3 ≠ 0

tSTAT = 4.388281791

ttable = df = n – 1 = 34 – 1 = 33

Critical Value ( α = 0.05/2 ) = 2.0345 ( from t table )

Conclusion : tSTAT > tTABLE Reject H0

From the data above, we can conclude that based on the hypothesis, the tstat value lies in

the area of rejection that means it is true that H3 ≠ 0, and that it’s true that variable“Taste” is significant with Consumer’s Satisfaction.

• Testing for the Slope in Variable ‘Convenience of Outlet’ (α 5)



H0 = 0

H5 : α5 ≠ 0

tSTAT = 2.177642868

ttable = df = n – 1 = 34 – 1 = 33

Critical Value ( α = 0.05/2 ) = 2.0345 ( from t table )

Conclusion : tSTAT > tTABLE Reject H0

From the data above, we can conclude that based on the hypothesis, the tstat value lies in the area

of rejection that means it is true that H5 ≠ 0, and that it’s true that variable “Convenience of Outlet” is significant with Consumer’s Satisfaction.

4.3 Discussion

Researchers uses questionnaire by using random sampling of 34 respondents who had

visited Roppan Café and Resto in Gandaria City Mall branch. We want to find out what kind of

variable that may influence consumer satisfaction of product or service. In this research we use

seven variables, such as: Price, product design, taste, hospitality of services, convenience,

cleanliness, and speed of service.

Based on our analysis from 34 respondent we can say the model is fit, because we can

look the significance F is 1.17006E-05 which is less than α = 5%.



Furthermore we conduct the next step which is t- Test it is use for determining whether

each variables is significant or not. After we analyzed those seven variables, we can say that only

2 (two) independent variables influences customer to purchase the product, include convenience

and taste. Where value of two independent variables is less than α= 5%.

CHAPTER 5

CONCLUSION AND RECOMENDATION

5.1 CONCLUSION

According the research of consumer satisfaction in Roppan Café and Restaurant,

in Gandaria City Mall Branch by using questionnaire as a tool of methodology, there are several

aspects influence consumer satisfaction:

1. Taste of product

Supported also with Ryu and Han (2009) study, we can conclude that taste of product has

influence to consumer satisfaction. When consumers decide to purchase the product, they

will ensure whether the quality of taste is suitable and good. How do they know if the

taste is great before purchasing? It usually occurs because the word of mouth. This also

accordance with previous research that Kotler (2000) conducted that if one customer feels

satisfy they will likely to give recommendation to others people.

2. Convenience

This factor also has a big influence for customers to visit Roppan. This is in line with

previous research done by Ryu and Han (2009) attractive interior design, pleasant music,

and colour lighting impact the customer satisfaction.

3. Price, Product Design, Cleanliness, Hospitality of Service, Speed of ServiceThese factors are not significantly impact customer satisfaction in our research. This

result is not similar with the result of previous research because this research only based

on 34 respondents, where the minimum numbers of sample is 30 (Guilford and Fruchter :

1981). We actually need at least more respondents to provide more accurate data.



REFERENCES

Books and Journals :

Andaleeb, S. S. & Conway, C. (2006). Customer satisfaction in the restaurant industry: an

examination of the transaction-specific model. Journal of Services Marketing: 20(1), 3-11.

Baker, S. L. (2006). Multiple Regression Theory. 1-15.http://hspm.sph.sc.edu/courses/J716/pdf/716-3%20Multiple%20Regression.pdf (diakses tanggal

27 Juni 2013).

Brown, C. S. & Sulzer-Azaroff, B. (1994). An assessment of the relationship between customer

satisfaction and service friendliness. Journal of Organizational Behavior Management: 14(2),

55-76.

Kotler, P. 2000. Manajemen Pemasaran. Jilid 1 dan 2. PT Prehallindo. Jakarta.

Kotler, P. 2005. Manajemen Pemasaran (Terjemahan). Edisi kedua belas. PT. INDEX. Jakarta.

Lovelock, C., P., Wirtz, J., Keh, H.T., & Lu, X. (2005). Service Marketing in Asia : People,

Technology, strategy (2nd

edition.). First Lok Yang Road Jurong, Singapore: Pearson Education

South Asia Pte Ltd.

Ryu, K. & Han, H. (2010). Influence of the quality of food, service, and physical environment on

customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of

perceived price. Journal of Hospitality & Tourism Research: 34(3), 310-329.

Yuksel, Atila & Yuksel (2002). Measurement of tourist satisfaction with restaurant services: Asegment-based approach. Journal of Vacation Marketing: 9(1), 52-68.

Website:

http://www.bps.go.id/booklet/Boklet%20November_2011.pdf ( diakses tanggal 25 Mei 2013)



Undergraduate Thesis :

I Made Winarsa, Stevanus. Analisis Pengaruh Persepsi Bauan Pemasaran (7P) Terhadap

Kepuasan Konsumen Garuda Indonesia : Studi kasus pada Mall Puri Indah. Universitas Katolik

Atma Jaya. 2010

APPENDICES

1. Appendix A :

1.1. Data on population Growth

Propinsi 2000 2005 2010 2015 2020 2025

(1) (2) (3) (4) (5) (6) (7)

11. NANGGROE ACEH

DARUSSALAM 3,929.3 4,037.9 4,112.2 4,166.3 4,196.5 4,196.3

12. SUMATERA UTARA 11,642.612,452.813,217.613,923.614,549.615,059.3

13. SUMATERA BARAT 4,248.5 4,402.1 4,535.3 4,693.4 4,785.4 4,846.0

14. RIAU 4,948.0 6,108.4 7,469.4 8,997.7 10,692.8 12,571.3

15. JAMBI 2,407.2 2,657.3 2,911.7 3,164.8 3,409.0 3,636.8

16. SUMATERA SELATAN 6,210.8 6,755.9 7,306.3 7,840.1 8,369.6 8,875.8

17. BENGKULU 1,455.5 1,617.4 1,784.5 1,955.4 2,125.8 2,291.6

18. LAMPUNG 6,730.8 7,291.3 7,843.0 8,377.4 8,881.0 9,330.0

31. DKI JAKARTA 8,361.0 8,699.6 8,981.2 9,168.5 9,262.6 9,259.9

32. JAWA BARAT 35,724.039,066.742,555.346,073.849,512.152,740.8

33. JAWA TENGAH 31,223.031,887.232,451.6 32,882.733,138.933,152.8

34. D I YOGYAKARTA 3,121.1 3,280.2 3,439.0 3,580.3 3,694.7 3,776.5

35. JAWA TIMUR 34,766.035,550.436,269.536,840.437,183.037,194.5

51. B A L I 3,150.0 3,378.5 3,596.7 3,792.6 3,967.7 4,122.1



52.NUSATENGGARA BA

53.NUSA TENGGARA TI

61. KALIMANTAN BAR

62. KALIMANTAN TEN

64. KALIMANTAN TIMU71. SULAWESI UTARA

72. SULAWESI TENGAH

74. SULAWESI TENGGA

75. GORONTALO

81. M A L U K U

94. PAPUA

1.2 The Pyramid of Hierarchy

1.3. Monthly Average Ex

Kelompok

RAT 4,008.6 4,355.5 4,701.1 5,040.8 5,36

UR 3,823.1 4,127.3 4,417.6 4,694.9 4,95

T 4,016.2 4,394.3 4,771.5 5,142.5 5,49

AH 1,855.6 2,137.9 2,439.9 2,757.2 3,08

R 2,451.9 2,810.9 3,191.0 3,587.9 3,99 2,000.9 2,141.9 2,277.2 2,402.8 2,51

2,176.0 2,404.0 2,640.5 2,884.2 3,131

A 1,820.3 2,085.9 2,363.9 2,653.0 2,94

833.5 872.2 906.9 937.5 962.

1,166.3 1,266.2 1,369.4 1,478.3 1,58

of Needs by Maslow

penditure per Capita by Commodity Group

arang/Commodity 2009 2010 201

.7 5,671.6

.6 5,194.8

.6 5,809.1

.8 3,414.4

.6 4,400.4 .2 2,615.5

.2 3,372.2

.6 3,246.5

979.4

.7 1,698.8



Group

Food/ Makanan

Cereals/ Padi-padian/ 38 122 44 004 44 415

Preparedfood

and beverages/ Makanan dan minuman

jadi 54 326 63 286 81 470

Fish/Ikan 18454 21 467 25 369

Vegetables/ Sayur-sayuran 16 813 18 995 25 549

2. Appendix B : Descriptive Statistics Table :

2.1. Customers Satisfaction Table

Customer Satisfaction

Mean 0.735294118


Median 1



Mode 1

Standard Deviation 0.618346942


Kurtosis 0.91461764

Skewness -0.59231916

Range 3

Minimum -1

Maximum 2

Sum 25

Count 34

2.2. Product Price

Product Price

Mean 0.411764706


Median 0

Mode 0

StandardDeviation 0.82085126


Kurtosis

-

0.343104625


Range 3

Minimum -1

Maximum 2

Sum 14

Count 34



Mode 1

Standard



Kurtosis

-

0.588257063

Skewness

-

0.146164568

Range 3

Minimum -1

Maximum 2

Sum 20

Count 34

2.6. Convenience of Outlet



2.7. Service Speed

Speed of Services

Mean 0.441176471


Median 1

Mode 1

Standard



Kurtosis

-

0.724211811

Skewness

-

0.373072382

Range 4

Minimum -2

Maximum 2

Sum 15

Count 34

2.8. Cleanliness of Outlet

Cleanliness

Mean 0.588235294


Median 1

Mode 1

Standard





Speed of Svc. 0.026099893 0.075283738 0.346686988 0.731616742 -0.128648048 0.18

Convenience 0.204014915 0.087717687 2.325812759 0.028095653 0.023708628 0.38

Cleanliness 0.16400575 0.129186632 1.269525699 0.215499798 -0.101541176 0.42

3.3.Taste Slope Graphic

3.4.Convenience Graphic Slope



3.5.Questionnaire

statistics final project - last in begsol (revisi)_07

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