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8/12/2019 Statistics Final Project - Last in Begsol (Revisi)_07
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CONTRIBUTION LETTER
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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
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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
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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
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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
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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.
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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
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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
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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
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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.
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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.
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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
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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?”
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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:
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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.
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CHAPTER 5
In chapter 5, researchers outlined the conclusions and recommendations.
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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.
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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.”
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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.
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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:
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- 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.
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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?
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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
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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
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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
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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
Standard Error 0.14077483
Median 0
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Mode 0
Standard
Deviation 0.82085126
Sample Variance 0.673796791
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
Standard Error 0.097816146
Median 1
Mode 1
StandardDeviation 0.570361239
Sample Variance 0.325311943
Kurtosis 0.295783267
Skewness -
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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
Deviation 0.78078529
Sample Variance 0.609625668
Kurtosis
-
0.572312573
Skewness 0.043534668
Range 3
Minimum -1
Maximum 2
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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
Standard Error 0.15291375
Median 1
Mode 1
Standard
Deviation 0.891632723
Sample Variance 0.795008913
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
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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
Standard Error 0.152226494
Median 1
Mode 1
Standard
Deviation 0.887625365
Sample Variance 0.787878788
Kurtosis
-
0.365336896
Skewness
-
0.552468006
Range 3
Minimum -1
Maximum 2
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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
Standard Error 0.203319934
Median 1
Mode 1
Standard
Deviation 1.185548753
Sample Variance 1.405525847
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
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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
Standard Error 0.095511075
Median 1
Mode 1
Standard
Deviation 0.556920486
Sample Variance 0.310160428
Kurtosis
-
0.117901596
Skewness
-
0.928752654
Range 2
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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
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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)
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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%.
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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.
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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)
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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
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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
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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
Standard Error 0.106045626
Median 1
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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
2.2. Product Price
Product Price
Mean 0.411764706
Standard Error 0.14077483
Median 0
Mode 0
StandardDeviation 0.82085126
Sample Variance 0.673796791
Kurtosis
-
0.343104625
Skewness 0.125692203
Range 3
Minimum -1
Maximum 2
Sum 14
Count 34
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Mode 1
Standard
Deviation 0.891632723
Sample Variance 0.795008913
Kurtosis
-
0.588257063
Skewness
-
0.146164568
Range 3
Minimum -1
Maximum 2
Sum 20
Count 34
2.6. Convenience of Outlet
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2.7. Service Speed
Speed of Services
Mean 0.441176471
Standard Error 0.203319934
Median 1
Mode 1
Standard
Deviation 1.185548753
Sample Variance 1.405525847
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
Standard Error 0.095511075
Median 1
Mode 1
Standard
Deviation 0.556920486
Sample Variance 0.310160428
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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
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3.5.Questionnaire
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