The Effect of Service Quality On Consumer Satisfaction at Fast Food Restaurants in Denpasar

Journal of Business on Hospitality and Tourism PISSN 2527-9092
Vol 08 No 01, 2022: 290-300 EISSN 2527-6921

https://dx.doi.org/10.22334/jbhost.v8i1
Submitted 25th June 2022

Accepted 27th June 2022
THE EFFECT OF SERVICE QUALITY ON

CONSUMER SATISFACTION AT FAST FOOD
RESTAURANTS IN DENPASAR
I Nyoman Gede Astina1, Putu Eka Wirawan2, Lim Hui Ying3, Wilhelmus Venrico
Sadipun4, IGN Aryavikan Jnanasara5, Putu Cindy Ayudia Astuti6, Kadek Indra
Kurniawan7
1,2
Bachelor of Hospitality Management
3,4,5,6,7
Bachelor of Tourism Management
3
The International Institute of Tourism and Business, Indonesia
wirawanputu@gmail.com2
ABSTRACT
The culinary industry is a small part of the tourism sector in Indonesia, which still exists
during the Covid-19 pandemic. This study aims to analyze the existence of fast food
restaurants in Bali, with the focus of the study on the effect of service quality on customer
satisfaction. The type of research used in this study is associative research and the variables
analyzed in this study are physical evidence, reliability, responsiveness, assurance,
empathy and customer satisfaction. This research was conducted at Mie Gacoan Gatot
Subroto Restaurant, Central Bali, using a sample population of the restaurant's consumers.
The sampling technique used purposive sampling, which amounted to 100 respondents.
Based on the results of the F-test, it can be concluded that the dependent variable in the
form of consumer satisfaction can be significantly influenced by the independent variables
in the form of physical evidence, reliability, responsiveness, assurance and empathy
together.
Keywords: Quality of service, customer satisfaction, fast food restaurant
INTRODUCTION
Tourism is one of the sectors that has the most positive influence on the
economic development of a country, because it has a unique multiplier effect
(Pitana, I G. dan Gayatri, 2005). Business in the tourism sector can also create
demand, both consumption and investment, which in turn will lead to the
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Vol 08 No 01, 2022: 290-300 EISSN 2527-6921
production of goods and services (Yakup, 2019). Thus, tourism is a business that
has various derivative businesses with different specifications and functions, but
has the same benefits in order to meet the welfare of the community.
The emergence of a global pandemic due to Covid-19 has had a profound
impact on all aspects of human life in the world, especially in the health sector and
the global social and economic system (Tozan, 2021). As one of the business sectors
that generates many jobs because it is able to accommodate a very large workforce,
tourism is considered by some people as the most affected entity, and tourism in
Bali is no exception.
The decline in the number of foreign tourist arrivals to Bali during 2021 had
a significant impact, because the decline in the number of visitors was approaching
100%, where in April 2021 there were only 9 tourists, resulting in a decrease of
97.63% compared to April 2020 which was recorded at 379 visits (BPS.Bali, 2021).
This lack of tourists has implications for the closure of tourism businesses and their
derivatives in Bali, forcing several business actors to continue to take steps that can
be taken to maintain their business (Nuruddin, Wirawan, Pujiastuti, & Sri Astuti,
2020).
One part of the tourism industry that still existed when the COVID-19
pandemic peaked in Bali was the culinary industry, because backpacker tourists still
relied on them to fulfill their daily needs (Wirawan, Sudjana, Semara, Arianty, &
Nuruddin, 2021). One small part of the tourism business is food and beverage
service accommodation in the form of fast food restaurants. Culinary business is
one part of the multiplier effect of tourism which has the character and potential to
develop in times of crisis. The development of the culinary industry in tourist
attractions is influenced by the basic nature of humans who need food and drink as
one of their basic needs. The growth of the culinary industry in Indonesia can be
seen from the increasing number of restaurants that have emerged, both regular
restaurants and fast food restaurants.
In the postmodern era like today, most of urban people in Indonesia are
interested in and like fast food. Based on Mufidah's study, this phenomenon is
caused by the increasingly rapid mobility of urban communities, so they like
everything practical, because to support the dense work activities outside the home
and the less time to prepare food for the family (Mufidah, 2012). The direct impact
of the above problems is to trigger the growth and rapid development of fast food
restaurants in Indonesia. Competition among fast food culinary businessmen is
inevitable, because their number is increasing, giving rise to various ways to win
the competition, one of which is by approaching customer satisfaction through
improving service quality.
One of the culinary industries that is mushrooming in Indonesia and has very
strong competition, both from outside and fellow entrepreneurs is Mie Gacoan. Mie
Gacoan is a culinary that has the main menu in the form of noodles with the
characteristic of having various levels of spiciness that can be adjusted to the
consumer's choice. The culinary industry also has a variety of complementary food
and beverage dishes that consumers like, because they are affordable. Based on
management information, most of Mie Gacoan restaurants are never empty of
Vol 08 No 01, 2022: 290-300 EISSN 2527-6921
visitors and it has been recorded that since November 2021, the fast food restaurant
has 54 branches throughout Indonesia.
The growth of the Gacoan Noodle culinary industry in Indonesia is very
unique, because it has a fairly high market appetite. Almost in every big city there
is this culinary, so it is quite well known by most of our people. The number of
competitors and the variety of instant noodle products in Indonesia are not a barrier
for Mie Gacoan to continue to grow. Thus, this study focuses on how the effect of
service quality on consumer satisfaction at the Mie Gacoan fast food restaurant in
improving the quality of production during the pandemic. The focus of the location
or object of this research is Mie Gacoan Gatot Subroto Tengah Bali, with the main
focus on studying the quality of service provided by the restaurant that affects
customer satisfaction. Based on the background, the specific purpose of this study
was to examine and analyze the effect of physical variables, responsiveness,
assurance and empathy on consumer satisfaction at Mie Gacoan Restaurant,
Subroto Tengah Bali. (Ida Ayu Inten Surya Utami, 2015) pays attention to the five-
dimensional service quality, the restaurant also pays attention to the cleanliness of
the toilets, employees must be responsive in serving, employees must be responsive
to customer complaints, all employees to visitors who come, and the patience of
employees in responding to every request from customers. The novelty of this
research is the development of fast food restaurants which are favored by all
tourists, so the restaurant needs to pay attention to the quality of fast food restaurant
services which of course increase the speed in terms of service and products
received by customers are maintained according to customer wishes.
Restaurant
A restaurant can be interpreted as a place or building that is organized
commercially by providing good service to all its guests, in the form of eating and
drinking (Marsum, 2015). The definition of a restaurant also refers to a place that
provides food and drinks for guests, and has other necessary facilities and is
managed professionally for profit. In general, a restaurant can be interpreted as a
place or building that is organized commercially that provides good service in the
form of eating and drinking. Thus, the restaurant can be located in a hotel and
factory or can also stand alone. In general, restaurants serve food at the venue, but
there are also restaurants that provide take-out dining and delivery services as a
form of service to their customers. There are also various types of restaurants,
namely: table d'hote restaurant, coffee shop, cafeteria/café, inn tevern, dining room,
canteen, specialty restaurant, family type restaurant, and intavern (Rumekso, 2002).
Service quality
Service quality is a dynamic condition that is closely related to products,
services, human resources, as well as processes and the environment that can at
least meet or even exceed the expected service quality (Tjiptono, 2005). Thus, the
quality of service is the main basis for determining the level of customer
satisfaction, so that in this case the company can be said to be good if it is able to
provide goods or services in accordance with the wishes of the customer. Service
quality can also be interpreted as the level of customer satisfaction, where it is
obtained by comparing the type of service with other similar services, so that
Vol 08 No 01, 2022: 290-300 EISSN 2527-6921
consumers can find out the comparison of the level of service quality between one
company and another. According to Kotler, service quality is the performance
offered by one person to another, so that its form can be in the form of an intangible
action and does not result in the ownership of any goods and to anyone (Kotler,
2012). The benchmark for service success according to Ratminto and Atik is that it
can be determined by the level of satisfaction of service recipients, while the level
of satisfaction of service recipients will be obtained if recipients get the type of
service they expect (Ratminto, 2013).
Consumer Satisfaction
Consumer satisfaction is defined as the overall attitude shown by consumers
towards goods and services after obtaining and using them, so that consumer
satisfaction is an evaluative assessment after the selection caused by special
purchase selection and experience using the product (Minor, 2002). The definition
of consumer satisfaction according to Brown (Dwiastuti) is a condition where the
needs, desires and expectations of consumers for a product, both goods and
services, are in accordance with or fulfilled by the appearance of the product and
service. If satisfied, consumers will consume repeatedly, continuously and make
consumers loyal to a product and service and voluntarily promote the product
(Dwiastuti, 2012). According to Sumarwan (2004), consumer satisfaction is a
concept that is closely related to the type of behavior at the post-purchase or
consumption stage, so that a satisfaction is the result of an alternative evaluation of
post-consumption or second-stage alternative evaluation. Where, satisfaction will
encourage consumers to repeat consumption behavior and dissatisfaction will cause
disappointment which actually stops repeat buying or consumption behavior
(Sumarwan, 2004).
METHODOLOGY
This research was conducted at Mie Gacoan Restaurant Gatot Subroto Tengah
Bali, which is located on Jl. Gatot Subroto Barat No. 338, Dauh Puri Kaja, North
Denpasar. Researchers conducted a survey at Mie Gacoan Restaurant, Gatot
Subroto Tengah for one week, from April 4 to 10, 2022. This study used an
associative research method that links causality between two or more variables
(Sugiyono., 2012). The variables analyzed in this study include physical evidence,
reliability, responsiveness, assurance, empathy and customer satisfaction. The type
of data used in this research is quantitative data. Sources of data obtained from
primary data collected through questionnaires to a number of respondents, while
secondary data obtained through articles and journals on the theory of service
quality and customer satisfaction. The population in this study is the entire object
of research, namely male and female customers who have at least elementary school
education or the equivalent, with a total of 100 respondents who have visited and
bought and received service at the Gacoan Gatot Subroto Central Noodle
Restaurant. The sampling technique used was purposive sampling, which was to
determine the sample with the consideration of customers who made purchases at
Mie Gacoan Restaurant, Gatot Subroto Tengah. The data that has been obtained is
then analyzed using multiple linear regression analysis techniques.
Vol 08 No 01, 2022: 290-300 EISSN 2527-6921
RESULTS AND DISCUSSION
Respondent Description
The research data was obtained from a questionnaire given to 100 consumers
of Gacoan Gacoan Restaurant, Central Subroto, Bali. Based on the results of the
questionnaire obtained, it can be seen the gender of the respondents as follows:
Table 1
Respondent's Gender
Gender Total Percentage
Man 41 41%
Woman 59 59%
Total 100 100%
Table 1 shows that the highest frequency is female consumers as much as

59%, while the remaining 41% are male consumers, so it can be interpreted that the
majority of consumers of Mie Gacoan Gatot Subroto Central Restaurant are still
dominated by women.
Table 2
Respondent Age
Age Total Persentase
17 – 22 years 69 69%
23 – 28 years 21 21%
29 – 34 years 10 10%
35 – 50 years 0 0%
> 50 Tahun 0 0%
Total 100 100%
Table 2 shows that the highest frequency is consumers aged 17-22 YEARS
(69%), then 21% for consumers aged 23-28 and only 10% are aged 29-34 years, so
consumers of Mie Gacoan Gatot Subroto Restaurant are dominated by consumers
who are still teenagers.
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Table 3
Respondent's Education
Education Total Persentase
Elementary School/ Equivalent 0 0
Junior High School/Equivalent 0 0
High School/Equivalent 58 58%
Bachelor 42 42%
Total 100 100%
Table 3 shows that the highest frequency is consumers with the last education
of high school / equivalent or as much as 58%. Then the rest are consumers with
Bachelor's degrees as much as 42%, so that the majority of consumers at Mie
Gacoan Gatot Subroto Restaurant Tengah are dominated by women, aged 17-22
years and the last education is High School / equivalent.
Table 4
Respondent's Occupation/Status
Occupation/Status Total Persentase
Student 68 68%
Employee 21 21%
Businessman 9 9%
Etc 2 2%
Total 100 100%
Table 4 shows that the highest frequency is consumers who are students or
college students, as many as 68%, then 21% work as employees, 9% are
entrepreneurs and only 2% have other jobs, so that the majority of consumers at
Mie Gacoan Restaurant Gatot Subroto Tengah are dominated by female, aged 17 –
22 years, with the last education of high school/equivalent and the status of a student
or university student.
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Table 5
Respondent's Income/Pocket Money per Month
Income/Pocket Money per Month Total Persentase
<Rp 1.000.000 29 29%
Rp 1.000.000 - Rp 3.000.000 41 41%
>Rp 3.000.000 - Rp 6.000.000 22 22%
≥Rp 6.000.000 8 8%
Total 100 100%
Table 5 shows that the highest frequency is consumers who have an income
or pocket money of IDR 1,000,000 – IDR 3,000,000 (41%). As many as 29% have
income or pocket money of less than IDR 1,000,000, the other 22% have income
between IDR 3,000,000 - IDR 6,000,000. Only 8% have an income or pocket
money of more than IDR 6,000,000, so that the majority of consumers at Mie
Gacoan Restaurant Gatot Subroto Tengah are dominated by women, aged 17 – 22
years, with the last education of High School/Equivalent, student or student status
and have income or pocket money of IDR 1,000,000 – IDR 3,000,000.
Table 6
With whom did the respondent visit
Come With Who Total Persentase
Own 10 10%
Friends 76 76%
Family/Relatives 14 14%
Total 100 100%
Table 6 shows that the highest frequency is consumers who visit with friends
or colleagues (76%), 14% visit with family or relatives, and only 10% who visit
alone, so that the majority of consumers at Mie Gacoan Restaurant Gatot Subroto
Tengah are dominated by women, aged 17 – 22 years old, last education is High
School/Equivalent, student status or student, has income or pocket money of Rp
1,000,000 – Rp 3,000,000 and visits with friends or colleagues.
Multiple Regression Analysis Results

The data analysis technique used in this study is multiple linear regression
analysis, F test, and testing the coefficient of determination (R2). Adiningsih
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(2003:260) states that multiple linear regression analysis is used to determine the
effect of the independent variable on the dependent variable. The regression models
used in this study are:
Y = a + b1.X1 + b2.X2 + b3.X3 + b4.X4 + b5.X5
Information:
Y = Consumer Satisfaction
a = constant
b1…b5 = Regression Coefficient
X1 = Tangible/Physical Evidence
X2 = Reliability
X3 = Responsiveness
X4 = Assurance
X5 = Empathy
The results of the calculation of multiple linear regression analysis with the
help of the IBM SPSS Statistics 25 computer program get the following results:
Table 7
Multiple Regression Analysis Results
Coefficient counted Significance
Constant 1,048
Tangible 0,079 1,211 0,229
Reliability 0,101 1,578 0,118
Responsiveness 0,134 -0,022 0,982
Assurance 0,138 2,173 0,032
Empathy 0,192 2,543 0,013
R2 0,555
Adjusted R2 0,532
F Statistics 23,478 0,000
Vol 08 No 01, 2022: 290-300 EISSN 2527-6921
Based on the results of the regression analysis above, the regression

equation can be arranged as follows:
Y = 1,048 + 0,079.X1 + 0,101.X2 + 0,134.X3 + 0,138.X4 +0,192.X5
From the multiple regression equation above, it can be concluded that:
a. The positive constant value is 1.048; it means that if Tangible/Physical

Evidence (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), and
Empathy (X5) are ignored (0), then Consumer Satisfaction (Y) the value is
1.048 units.
b. The regression coefficient for the Tangible/Physical Evidence variable is
positive at 0.079; if Tangible/Physical Evidence is increased by one (1) unit
with the assumption that Reliability, Responsiveness, Assurance, and
Empathy are fixed (0) then Consumer Satisfaction will increase by 0.079
units.
c. Reliability variable regression coefficient is positive at 0.101; if Reliability
is increased by one (1) unit assuming Tangible/Physical Evidence,
Responsiveness, Assurance, and Empathy are fixed (0) then Consumer
Satisfaction will increase by 0.101 units.
d. The regression coefficient of the Responsiveness variable is positive at
0.134; if Responsiveness is increased by one (1) unit assuming
Tangible/Physical Evidence, Reliability, Assurance, and Empathy/Empathy
are fixed (0) then Consumer Satisfaction will increase by 0.134 units.
e. The regression coefficient of the positive Assurance/Assurance variable is
0.138; if Assurance is increased by one (1) unit with the assumption that
Tangible/Physical Evidence, Reliability, Responsiveness, and Empathy are
fixed (0) then Consumer Satisfaction will increase by 0.138 units.
f. The regression coefficient of the positive Empathy variable is 0.192; if
Empathy is increased by one (1) unit with the assumption that
Tangible/Physical Evidence, Reliability, Responsiveness, and Assurance
are fixed (0) then Consumer Satisfaction will increase by 0.192 units.
Based on the results of the F test as shown in Table 7, the value of Sig. F
(0.000) < (0.05) then the first hypothesis which states that there is a significant
effect together this means that the quality of service is between Tangible (X1),
Reliability (X2), Responsiveness (X3), Assurance (X4), and Empathy (X5) towards
Customer Satisfaction (Y) can be well received towards customer satisfaction when
enjoying food and service at fast food restaurants. So, it can be concluded that the
dependent variable (Consumer Satisfaction) can be significantly influenced by the
independent variables (Real/Physical Evidence (X1), Reliability (X2),
Vol 08 No 01, 2022: 290-300 EISSN 2527-6921
Responsiveness (X3), Assurance (X4), Empathy (X5) together. This means that the
strength of the tangible product has been able to provide satisfaction to customers.
The coefficient of determination is used to calculate the magnitude of the
influence or contribution of the independent variable to the dependent variable.
Based on the analysis in Table 7, Adjusted R2 (coefficient of determination) is
0.532. This means that 53.2% of the Consumer Satisfaction variable will be
influenced by the independent variables, namely Tangible (X1), Reliability (X2),
Responsiveness (X3), Assurance (X4), and Empathy (X5). While the variable
Consumer Satisfaction of 46.8% will be influenced by other variables that are not
explained in this study.
CONCLUSION
This study was conducted to determine the variables in the concept of
Service Quality that have an influence on consumer satisfaction. In this study, the
independent variables used were Physical Evidence (X1), Reliability (X2),
Responsiveness (X3), Assurance (X4), Empathy (X5) to the dependent variable,
namely Consumer Satisfaction (Y). Based on the results of the calculation of
multiple linear regression analysis, it can be seen: 1) Based on the results of the F-
Test, it can be concluded that Service Quality has a significant effect simultaneously
on Consumer Satisfaction; 2) The value of Adjusted R2 (coefficient of
determination) is 0.532. This means that consumer satisfaction will be influenced
by service quality by 53.2%, namely Physical Evidence (X1), Reliability (X2),
Responsiveness (X3), Assurance (X4), and Empathy (X5). While the remaining
46.8% of the Consumer Satisfaction variable will be influenced by other variables
not discussed in this study. fast food restaurants should also pay attention to toilet
cleanliness, employees must be fast in serving customers, employees should be
responsive to complaints submitted by customers, employee friendliness to visiting
customers must also always be considered, as well as employee patience in
responding to any requests from customers. From the research results, the
responsiveness variable has the lowest value of the five dimensions of service
quality, you should always pay attention to what things cause customers to
complain, especially on responsiveness so that customer expectations and desires
can be fulfilled.
ACKNOWLEDGMENT
This research supported by The Institute of Tourism and International
Business also supported by the Bachelor Tourism Management, Head of the
Research and Community Service and Head of Tourism Management Programmed
the Institute of Tourism and International Business.
Vol 08 No 01, 2022: 290-300 EISSN 2527-6921
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Journal of Business on Hospitality and Tourism PISSN 2527-9092

Vol 08 No 01, 2022: 290-300 EISSN 2527-6921

Submitted 25th June 2022

THE EFFECT OF SERVICE QUALITY ON

Keywords: Quality of service, customer satisfaction, fast food restaurant

RESULTS AND DISCUSSION

Table 1 shows that the highest frequency is female consumers as much as

Multiple Regression Analysis Results

Y = a + b1.X1 + b2.X2 + b3.X3 + b4.X4 + b5.X5

Based on the results of the regression analysis above, the regression

From the multiple regression equation above, it can be concluded that:

a. The positive constant value is 1.048; it means that if Tangible/Physical

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