Pengaruh Harga dan Pelayanan Food & Beverage Service Teradap Kepuasan Pelanggan di Bamboo Bar & Lounge at Prama Sanur Beach

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga dan pelayanan makanan dan minuman terhadap kepuasan pelanggan pada Bamboo Bar & Lounge Pantai Prama Sanur secara parsial dan simultan. Penelitian ini menggunakan metode kuantitatif dengan mengolah data primer melalui kuesioner yang diberikan kepada pengunjung restoran di Bamboo Bar & Lounge. Pengambilan sampel menggunakan purposive sampling. Sampel yang diperoleh sebanyak 60 responden. Analisis data yang digunakan adalah uji asumsi klasik (uji normalitas, uji autokorelasi, uji linieritas, uji multikolinearitas, uji heteroskedastisitas) dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa secara simultan harga dan pelayanan berpengaruh signifikan terhadap kepuasan pelanggan. Secara parsial harga berpengaruh signifikan terhadap kepuasan pelanggan. Pelayanan berpengaruh signifikan terhadap kepuasan pelanggan. Sehingga restoran Bamboo Bar & Lounge di Pantai Prama Sanur harus memperhatikan harga dan pelayanan agar dapat meningkatkan kepuasan pelanggan di Bamboo Bar & Lounge di pantai Prama Sanur.   This study aims to determine the effect of prices and food and beverage services on customer satisfaction at Bamboo Bar & Lounge at Prama Sanur Beach partially and simultaneously. This study uses quantitative methods by processing primary data through questionnaires given to restaurant visitors at Bamboo Bar & Lounge. Sampling using purposive sampling. The sample obtained is as many as 60 respondents. The data analysis used is the classical assumption test (normality test, autocorrelation test, linearity test, multicollinearity test, heteroscedasticity test) and multiple linear regression analysis. The results showed that simultaneously price and service had a significant effect on customer satisfaction. Partially the price has a significant effect on customer satisfaction. Service has a significant effect on customer satisfaction. So the Bamboo Bar & Lounge restaurant at Prama Sanur Beach must pay attention to prices and services in order to be able to increase customer satisfaction at Bamboo Bar & Lounge at Prama Sanur beach.