ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN CAFE MENGGUNAKAN ANALISIS DISKRIMINAN

Abstract

Cafe is one of a kind restaurant that usually serve snacks and baverages. The
exsistance of cafe arround Universitas Negeri Semarang campus is getting
more, one of them is Soda Ocean Cafe. Hence, the cofe owner must give the best
service and facility for the consumer. This study aims to determine what factors
are the satisfaction of Cafe customers, as well as seeking discriminant function
and the accuracy of the function. Consumer satisfication with servicse and
facilities can be found out by discriminant analysis. Independent ariables in this
analysis are sound system, live performance, environment, security, service,
price, the variety of foods and drinks, cosiness, and location and dependent
variable is consumer satisfication. Analysis results shows that there is a
significant difference betweenthe type of satisfied consumer and dissatisfied
consumer. The satisfaction factors of Soda Ocean Cafe customer are
environment, security, and live performance. Discriminant function in this
analysis is

D=-3,269+0,783 nuansa - 0,121Keamanan + 0,646 Hiburan

That function has 71,6%  classification accuracy. Hence, the discriminant
function can be used ti predict the type of consumers.

Keywords: Cafe, Kepuasan Pelanggan, Analisis Diskriminan.