THE INFLUENCE OF SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION (A CASE STUDY OF CACAOTÉ PATISSERIE BRASSERIE & BAR IN SENOPATI AMONG YOUNG ADULT)

Abstract

The growing of population in Indonesia has impact to public consumption especially in food and beverage industry. This research’s objective is to find out the influence of service quality in the form of tangible, reliability, responsiveness, assurance, and empathy toward customer satisfaction. This research focuses on the phenomenon of cake especially cake shop in Jakarta. The limitations of this research are population and age; the population is customers of Cacaoté Patisserie Brasserie & Bar in Senopati, who had dine experience on Cacaoté Patisserie Brasserie & Bar at least once, while the age is 17-25 years old. In this research, researcher used quantitative analysis. Questionnaire was taken from previous studies and used as the tool to collect primary data from the customers. The sample consisted of 100 respondents. The primary data were then analyzed by mulitple regression analysis. Based on the result, there are 4 (four) variables from 5 (five) that significantly influence customer satisfaction which are tangible, reliability, assurance, and empathy. When all variables measured altogether, it has value of 0.045 for assurance, 0.014 for empathy, 0.020 for reliability and 0.036 for tangible. Empathy is the biggest influence to customer satisfaction in this case.