FINAL PROJECT OF BUSINESS STATISTICS Lecturer Prepared by : Ir. Muhril Ardiansyah, M.Sc, Ph.

D : Frisky Veronika (1340000872) Elisabeth Tirajoh (1340000241) Vicki Riana (1340000380) Radita Baskoro (1340000292) Daniel Caroline Charlie (1340000531) Mohammad Ikhsan (1340000973) : July 2, 2013

Date

BINUS BUSINESS SCHOOL PROGRAM STUDI MAGISTER MANAJEMEN YOUNG PROFESSIONAL CREATIVE MARKETING BINUS UNIVERSITY JAKARTA 2013

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 Caf and all the survey participant of Roppan Restaurant and Caf 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

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.. CHAPTER III : METHODOLOGY. 3.1 Population and Sample.. 3.2 Variables : Definition and Measurement 3.2.1 Dependent Variable. 3.2.2 Independent Variable. 3.3 Collecting the Data. 3.4 Data Analysis Method 3.4.1 Multiple Regression. 3.5 Hypothesis Testing. 3.5.1 Fit Model Testing 3.5.2 Variable Testing. CHAPTER IV : RESULT AND DISCUSSION. 4.1 Descriptive Statistic.. 4.1.1 Customer Satisfaction. 4.1.2 Product Price 4.1.3 Product Design 4.1.4 Taste. 4.1.5 Hospitality of Service. 4.1.6 Convenience of Outlet. 4.1.7 Speed of Service.. 4.1.8 Cleanliness of Outlet.. 4.2 Inference Statistic.. 5 4 5 5 6 6 5 5 6 5 6 6 4 5 6 6 6 6 6 6 6 6 5

4.2.1 ANOVA..... 4.2.2 T-TEST.. 4.3 Discussion. CHAPTER V : CONCLUSION AND RECOMMENDATION. 5.1 Conclusion. 5.2 Recommendation REFERENCES. APPENDICES..

6 6 5 4 5 5 4 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 population

gradually 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 Caf 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 Caf 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.

LIST OF APPENDICES

1. Appendix A : Data on population Growth 1.1. The Pyramid of Hierarchy of Needs by Maslow 1.2. Monthly Average Expenditure per Capita by Commodity Group 1.3. Table of Restaurant Growth 2007 2011 2. Appendix B : Descriptive Statistics Table : 2.1. Customer Satisfaction Table 2.2. Product Price 2.3. Product Design 2.4. Taste 2.5. Hospitality of Services 2.6. Convenience of Outlet 2.7. Service Speed 2.8. Cleanliness of Outlet 3. Appendix C : 3.1. ANOVA Table 3.2. T-Test Table 3.3. Taste Line Fit Plot 3.4. Convenience Line Fit Plot 3.5. T-Statistics Graphic Slope 3.6. Questionnaire

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 foods demand. TABLE 1. Data on Population Growth
Propinsi (1)
11. Nanggroe Aceh Darussalam 12. Sumatera Utara 13. Sumatera Barat 14. Riau 15. Jambi 16. Sumatera Selatan 17. Bengkulu 18. Lampung 31. Dki Jakarta 32. Jawa Barat 33. Jawa Tengah 34. D I Yogyakarta 35. Jawa Timur 51. B A L I 52.Nusatenggara Barat 53.Nusa Tenggara Timur 61. Kalimantan Barat 62. Kalimantan Tengah 64. Kalimantan Timur 71. Sulawesi Utara 72. Sulawesi Tengah 74. Sulawesi Tenggara 75. Gorontalo 81. M A L U K U

2000 (2)
3,929.3 11,642.6 4,248.5 4,948.0 2,407.2 6,210.8 1,455.5 6,730.8 8,361.0 35,724.0 31,223.0 3,121.1 34,766.0 3,150.0 4,008.6 3,823.1 4,016.2 1,855.6 2,451.9 2,000.9 2,176.0 1,820.3 833.5 1,166.3

2005 (3)
4,037.9 12,452.8 4,402.1 6,108.4 2,657.3 6,755.9 1,617.4 7,291.3 8,699.6 39,066.7 31,887.2 3,280.2 35,550.4 3,378.5 4,355.5 4,127.3 4,394.3 2,137.9 2,810.9 2,141.9 2,404.0 2,085.9 872.2 1,266.2

2010 (4)
4,112.2 13,217.6 4,535.3 7,469.4 2,911.7 7,306.3 1,784.5 7,843.0 8,981.2 42,555.3 32,451.6 3,439.0 36,269.5 3,596.7 4,701.1 4,417.6 4,771.5 2,439.9 3,191.0 2,277.2 2,640.5 2,363.9 906.9 1,369.4

2015 (5)
4,166.3 13,923.6 4,693.4 8,997.7 3,164.8 7,840.1 1,955.4 8,377.4 9,168.5 46,073.8 32,882.7 3,580.3 36,840.4 3,792.6 5,040.8 4,694.9 5,142.5 2,757.2 3,587.9 2,402.8 2,884.2 2,653.0 937.5 1,478.3

2020 (6)
4,196.5 14,549.6 4,785.4 10,692.8 3,409.0 8,369.6 2,125.8 8,881.0 9,262.6 49,512.1 33,138.9 3,694.7 37,183.0 3,967.7 5,367.7 4,957.6 5,493.6 3,085.8 3,995.6 2,517.2 3,131.2 2,949.6 962.4 1,589.7

2025 (7)
4,196.3 15,059.3 4,846.0 12,571.3 3,636.8 8,875.8 2,291.6 9,330.0 9,259.9 52,740.8 33,152.8 3,776.5 37,194.5 4,122.1 5,671.6 5,194.8 5,809.1 3,414.4 4,400.4 2,615.5 3,372.2 3,246.5 979.4 1,698.8

94. Papua

Source : Statistics Indonesia (Badan Pusat Statistik Indonesia)

Abraham Maslow was a social psychologist who focused on the psychological needs of a person in their entirety. Maslow is best known for his theory, the Hierarchy of Need. There are five levels in the hierarchy of needs. At the bottom of the pyramid are the basic needs or physiological of a human being. One of them is food. It is very important to the physical survival of the person.

TABLE 2. The Pyramid of Hierarchy of Needs by Maslow

Modernization also has an impact in the field of culture, in which the foreign culture is accelerating in Indonesia. Foreign culture affect people's lifestyles and eventually its influence consumption patterns of the local society in Indonesia.

Indonesian lifestyles, especially those who lives in urban, they tend to be active and dynamic. Eating meals prepared outside home is a typical feature of urban society lifestyles. There are some reasons because it is often conditioned by long travel times to work, limited cooking facilities and other resources for food preparation in home, as well as greater convenience and competitive prices.

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 Food/ Makanan Cereals/ Padi-padian/ 38 122 Preparedfood and beverages/ Makanan 54 326 dan minuman jadi Fish/Ikan Vegetables/ Sayur-sayuran 18454 16 813

2010 44 004 63 286 21 467 18 995

2011 44 415 81 470 25 369 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 Roppans 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 Roppans 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 that research 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 Caf 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 researchers 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 Olivers (1997) terms: that it is the consumers 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 the overall 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 consumers 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.

Likewise, if the price is low, customers may question the ability of the restaurant to deliver product and service quality. Moreover, due to the competitiveness of the restaurant industry, customers are able to establish internal reference prices. When establishing prices for a restaurant, an internal reference price is defined as a price (or price scale) in buyers memory that serves as a basis for judging or comparing actual prices (Grewal et al., 1998, stated in Andaleeb & Conway, 2006). This indicates that the price offering for the restaurant needs to be in accord with what the market expects to pay by avoiding negative deviation (i.e. when actual price is higher than the expected price). Based on these findings we put price of a product as one of our predictors. 2.3. Product Design From the perspective of physical product design, environmental psychologists suggest that individuals react to places with two general, and opposite, forms of behavior: approach or avoidance (Mehrabian and Russell, 1974, stated in Andaleeb & Conway, 2006). It has been suggested that in addition to the physical dimensions of a business attracting or deterring selection, the physical design of a product can also influence the degree of success consumers satisfaction (Darley and Gilbert, 1985, stated in Andaleeb & Conway, 2006). 2.4. Taste Based on previous research that conducted by Ryu and Han (2010), it was found that customers perceived quality of food, such as delicious, nutritious, and visually attractive, is a significant predictor of customer satisfaction. 2.5. Hospitality of the Services Brown and Sulzer-Azaroff (2008) stated that service friendliness has often been assumed to increase customer satisfaction. 2.6. Convenience of the outlet It was also found by Ryu and Han (2010) that when customers feel that the physical environment reflects quality, such as attractive interior design/dcor and pleasant music/color/lighting, their satisfaction level increases.

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 customers 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 dcor, 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 Roppans customers. Because of the widely spread of Roppans outlets, we cant take all the data from population, so we should take the sample. The sample of our research is the Roppans 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 cant 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 prices 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 designs variable shows the opinion of overall products design that sold by Roppan. The variable will contain the opinion of: very bad, bad, moderate, good, very good.

Taste The Tastes variable shows the opinion of overall products 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 Services variable shows the opinion of overall services hospitality that provided by Roppans employee. The variable will contain the opinion of: very bad, bad, moderate, good, very good.

Conveniences of Outlet The Conveniences of Outlets variable shows the opinion of overall outlets 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 Services variable shows the opinion of overall services 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 Roppans customers of Gandaria Citys 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 to understand. That bears repeating: Why do multiple regression?

For prediction: Multiple regression lets you use more than one factor to make a prediction. Simple regression only allows you one causal factor. For explanation: Multiple regression lets you separate causal factors, analyzing each ones influence on what you are trying to explain. The equation and the true plane For the case of two independent variables, you can write the equation for a multiple regression model this way: Y = + X + Z + error Imagine that the X- and Z-axes are on a table in front of you, with the Xaxis pointing to the right and the Z-axis pointing directly away from you. The Y-axis is standing vertically, straight up from the table. Y = + X + Z is the formula for a flat plane that is floating in the threedimensional space above the table. is the height of the plane above the point on the table where X=0 and Z=0. is the slope of the plane in the X direction, how fast the plane rises as you go to the right. If is bigger than 0, the plane is tilted so that the part to your right is higher than the part to your left. is the slope of the plane in the Z direction, how fast the plane rises as it goes away from you. If is bigger than 0, the plain is tilted toward you. If is negative, the plane is tilted away from you. The error, in Y = + X + Z + error, means that the data points do not lie right on this plane. Instead, the data points form a cluster or a cloud above and below the plane described by Y = + X + Z.

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 = + 1X1 + 2X2 + ... + pXp + 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 = _0 + _1PR + _2PD + _3TA + _4HS + _5CO + _6SS + _7CL + e

Where:

CS _0 _1, _2, _3 _4, _5, _6 _7 PR

= Customer Satisfaction = the intercept coefficient

= the coefficient of independent variables = (overall) product price

PD TA HS CO SS CL e

= Product Design = Taste = Hospitality of Services = Conveniences of Outlet = Services Speed = Cleanliness of outlet = 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 dont reject H0, model isnt fit b. Comparing Significant F with If Sig.F < Reject H0, model is fit If Sig.F > dont reject H0, model isnt 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 dont reject H0, variable isnt significant. b. Comparing the p-value with For each variable: If p-value < Reject H0, variable is significant

If p-value > dont 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 Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum 0.735294118 0.106045626 1 1 0.618346942 0.382352941 0.91461764 -0.59231916 3 -1 2

Sum Count

25 34

Which are: = 0,05 i= 0+1X1i+2X2i+3X3i+. 0= intercept 1= price 3=product design 4=taste 5=hospitality of service 6=convenience 7=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 Standard Error Median 0.411764706 0.14077483 0

Mode Standard Deviation Sample Variance

0.82085126 0.673796791 -

Kurtosis Skewness Range Minimum Maximum Sum Count

0.343104625 0.125692203 3 -1 2 14 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 , which means that the variable is not significant or do not affect customer satisfaction. 4.1.3. Product Design Product Design Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness 0.570361239 0.325311943 0.295783267 0.911764706 0.097816146 1 1

0.023417027 Range Minimum Maximum Sum Count 2 0 2 31 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 . which can be concluded from these results that the product design variables have no effect on customer satisfaction.

4.1.4

Taste Taste Mean Standard Error Median Mode Standard Deviation Sample Variance 0.78078529 0.609625668 Kurtosis Skewness Range Minimum Maximum 0.572312573 0.043534668 3 -1 2 0.764705882 0.133903572 1 1

Sum Count

26 34

Taste Line Fit Plot

3 Tingkat Kepuasan 2 1 0 -1 -1 0 1 2 3 Tingkat Kepuasan Predicted Tingkat Kepuasan

-2

-2 Rasa Makanan

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 . 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 Standard Error Median Mode Standard Deviation Sample Variance 0.891632723 0.795008913 Kurtosis 0.588257063 Skewness 0.146164568 0.588235294 0.15291375 1 1

Range Minimum Maximum Sum Count

3 -1 2 20 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 =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 Standard Error Median Mode Standard Deviation Sample Variance

1 0.152226494 1 1

0.887625365 0.787878788 -

Kurtosis

0.365336896 -

Skewness Range Minimum Maximum

0.552468006 3 -1 2

Sum Count

34 34

Convenience Line Fit Plot

Tingkat Kepuasan 3 2 1 0 -1 -1 0 1 2 3 -2 kenyamanan Tingkat Kepuasan Predicted Tingkat Kepuasan

-2

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 . 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 Standard Error Median Mode Standard Deviation Sample Variance Kurtosis 1.185548753 1.405525847 0.441176471 0.203319934 1 1

0.724211811 Skewness Range Minimum Maximum Sum Count 0.373072382 4 -2 2 15 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 =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 Standard Error Median Mode Standard Deviation Sample Variance 0.556920486 0.310160428 Kurtosis 0.117901596 Skewness Range 0.928752654 2 0.588235294 0.095511075 1 1

Minimum Maximum Sum Count

-1 1 20 34

Other variables were selected for this study is cleanliness of the outlet, because the variables usually considered to be one of the consumer to make a purchase, but through the above data it can be seen that the standard error of 0.095511075 or> of where the variable is not significant. 4.2 Inference Statistic In statistic, inference statistic is about is the process of drawing conclusions from data that is subject to random variation, for example, observational errors or sampling variation. The researcher use inferential statistics to make judgments of the probability that an observed difference between groups is a dependable one or one that might have happened by chance in this study. Thus, We use inferential statistics to make inferences from our data to more general conditions, We use descriptive statistics simply to describe what's going on in our data.

4.2.1 ANOVA
ANOVA Df Regression Residual Total 7 26 33 SS 8.960073421 3.657573638 12.61764706 MS 1.280010489 0.140675909 F 9.099002782 Significance F 1.17006E-05

The tests in an ANOVA are based on the F-ratio: the variation due to an experimental treatment or effect divided by the variation due to experimental error. The null hypothesis is this ratio equals 1.0, or the treatment effect is the same as the

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
Upper Coefficients Intercept Product Price Product Design Taste Hospitality Speed of Svc. Convenience Cleanliness -0.036589797 -0.115369923 0.127722763 0.477551744 0.043768027 0.026099893 0.204014915 0.16400575 Standard Error 0.14252072 0.096144954 0.141156692 0.110821066 0.094848643 0.075283738 0.087717687 0.129186632 t Stat -0.256733172 -1.199958179 0.904829667 4.309214476 0.461451274 0.346686988 2.325812759 1.269525699 P-value 0.799405472 0.240975894 0.373864106 0.000207944 0.64831233 0.731616742 0.028095653 0.215499798 Lower 95% -0.329545332 -0.312998706 -0.162428973 0.249755779 -0.151196151 -0.128648048 0.023708628 -0.101541176 95% 0.256366 0.082259 0.417874 0.705348 0.238732 0.180848 0.384321 0.429553

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 =0,05. Multiple Regression Equation with two independent variable : i= b0+b1X1i+b2X2i B0= -0.036589797, b1= 0.477551744, b2=0.204014915

The sample Y intercept (b0= -0.036589797), estimates the number of Roppan Caf and Restaurant consumer satisfaction According to our data analysis and questionnaire, the slope of taste with Roppan caf and restaurant consumer satisfaction (b1=0.477551744) indicates that mostly respondents 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 ( 3) H0 = 0 H3 : 3 0 tSTAT = 4.388281791

ttable = df = n 1 = 34 1 = 33 Critical Value ( = 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 its true that variable Taste is significant with Consumers Satisfaction. Testing for the Slope in Variable Convenience of Outlet ( 5)

H0 = 0 H5 : 5 0 tSTAT = 2.177642868

ttable = df = n 1 = 34 1 = 33 Critical Value ( = 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 its true that variable Convenience of Outlet is significant with Consumers Satisfaction. 4.3 Discussion Researchers uses questionnaire by using random sampling of 34 respondents who had visited Roppan Caf 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 = 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 = 5%. CHAPTER 5 CONCLUSION AND RECOMENDATION 5.1 CONCLUSION According the research of consumer satisfaction in Roppan Caf 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 Service These 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.

5.2

RECOMMENDATION Based on our research we would like to suggest the company to maintain the quality of

product and convenience of the restaurant. They have to keep control the originality of taste. Moreover Roppan should be able to always maintain a quality control by conducting several training for their internal staff. We found that convenience of the store impacts the customer satisfaction. Therefore Roppan should maintain their own characteristics in terms of music, ambience and interior design to make customers feels comfortable. So that it can encourage them to be a loyal customer.

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: A segment-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 3,929.3 4,037.9 4,112.2 4,166.3 4,196.5 4,196.3 DARUSSALAM 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 53.NUSA TENGGARA TIMUR 3,823.1 61. KALIMANTAN BARAT 4,016.2 62. KALIMANTAN TENGAH 1,855.6 64. KALIMANTAN TIMUR 2,451.9 71. SULAWESI UTARA 2,000.9 72. SULAWESI TENGAH 2,176.0 74. SULAWESI TENGGARA 1,820.3 75. GORONTALO 833.5 81. M A L U K U 1,166.3 94. PAPUA

4,355.5 4,127.3 4,394.3 2,137.9 2,810.9 2,141.9 2,404.0 2,085.9 872.2 1,266.2

4,701.1 4,417.6 4,771.5 2,439.9 3,191.0 2,277.2 2,640.5 2,363.9 906.9 1,369.4

5,040.8 4,694.9 5,142.5 2,757.2 3,587.9 2,402.8 2,884.2 2,653.0 937.5 1,478.3

5,367.7 4,957.6 5,493.6 3,085.8 3,995.6 2,517.2 3,131.2 2,949.6 962.4 1,589.7

5,671.6 5,194.8 5,809.1 3,414.4 4,400.4 2,615.5 3,372.2 3,246.5 979.4 1,698.8

1.2 The Pyramid of Hierarchy of Needs by Maslow

1.3. Monthly Average Expenditure per Capita by Commodity Group

Kelompok

Barang/Commodity 2009

2010

2011

Group Food/ Makanan Cereals/ Padi-padian/ 38 122 Preparedfood and beverages/ Makanan dan minuman jadi 54 326 Fish/Ikan 18454 Vegetables/ Sayur-sayuran 16 813

44 004

44 415

63 286 21 467 18 995

81 470 25 369 25 549

2. Appendix B : Descriptive Statistics Table : 2.1. Customers Satisfaction Table Customer Satisfaction Mean Standard Error Median 0.735294118 0.106045626 1

Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count

1 0.618346942 0.382352941 0.91461764 -0.59231916 3 -1 2 25 34

2.2. Product Price Product Price Mean Standard Error Median Mode Standard Deviation Sample Variance 0.82085126 0.673796791 Kurtosis Skewness Range Minimum Maximum Sum Count 0.343104625 0.125692203 3 -1 2 14 34 0.411764706 0.14077483 0 0

2.3. Product Design Product Design Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis 0.570361239 0.325311943 0.295783267 Skewness Range Minimum Maximum Sum Count 0.023417027 2 0 2 31 34 0.911764706 0.097816146 1 1

2.4. Taste Taste Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis 0.78078529 0.609625668 0.764705882 0.133903572 1 1

0.572312573

Taste Line Fit Plot

Tingkat Kepuasan 3 2 1 0 -1 -1 0 1 2 3 Tingkat Kepuasan Predicted Tingkat Kepuasan

-2

-2 Rasa Makanan

Skewness Range Minimum Maximum Sum Count

0.043534668 3 -1 2 26 34

Taste Line Fit Plot

2.5. Hospitality of Service Hospitality Mean Standard Error Median 0.588235294 0.15291375 1

Mode Standard Deviation Sample Variance

0.891632723 0.795008913 -

Kurtosis

0.588257063 -

Skewness Range Minimum Maximum Sum Count 2.6. Convenience of Outlet

0.146164568 3 -1 2 20 34

Convenience Mean Standard Error Median Mode Standard Deviation Sample Variance 0.887625365 0.787878788 Kurtosis 0.365336896 Skewness Range Minimum Maximum Sum Count 0.552468006 3 -1 2 34 34 1 0.152226494 1 1

Convenience Line Fit Plot

Convenience Line Fit Plot

Tingkat Kepuasan 3 2 1 0 -1 -1 0 1 2 3 -2 kenyamanan Tingkat Kepuasan Predicted Tingkat Kepuasan

-2

2.7. Service Speed Speed of Services Mean Standard Error Median Mode Standard Deviation Sample Variance 1.185548753 1.405525847 Kurtosis 0.724211811 Skewness Range Minimum Maximum Sum Count 0.373072382 4 -2 2 15 34 0.441176471 0.203319934 1 1

2.8. Cleanliness of Outlet Cleanliness Mean Standard Error Median Mode Standard Deviation Sample Variance 0.556920486 0.310160428 0.588235294 0.095511075 1 1

Kurtosis 0.117901596 Skewness Range Minimum Maximum Sum Count 0.928752654 2 -1 1 20 34

3. APPENDIX C 3.1 ANOVA TABLE

ANOVA Df Regression Residual Total SS MS F Significance F 1.17006E-05

7 8.960073421 1.280010489 9.099002782 26 3.657573638 0.140675909 33 12.61764706

3.2.T-Test Table Standard Coefficients Intercept Product Price Product Design Taste Hospitality 0.127722763 0.477551744 0.043768027 0.141156692 0.110821066 0.094848643 0.904829667 0.373864106 -0.162428973 0.417874 4.309214476 0.000207944 0.461451274 0.249755779 0.705348 -0.036589797 -0.115369923 Error t Stat P-value Lower 95% Upper 95%

0.14252072 -0.256733172 0.799405472 -0.329545332 0.256366 0.096144954 -1.199958179 0.240975894 -0.312998706 0.082259

0.64831233 -0.151196151 0.238732

Speed of Svc. Convenience Cleanliness

0.026099893 0.204014915 0.16400575

0.075283738 0.087717687 0.129186632

0.346686988 0.731616742 -0.128648048 0.180848 2.325812759 0.028095653 0.023708628 0.384321

1.269525699 0.215499798 -0.101541176 0.429553

3.3.Taste Slope Graphic

3.4.Convenience Graphic Slope

3.5.Questionnaire