ABSTRACT
Consumptive patterns and modern life in the society Jakarta has opened up a great business opportunity, especially for the restaurant industry in terms of food needs of everyday society. Various types of restaurants are trying to be in the forefront and vying to attract customers and then keep the customers satisfaction. Therefore in this study will be discussed more specific about the object of the research is Bar.B.Q Plaza, where customer satisfaction will be further investigated thing. In this research will be discussed further about what factors are the reason for customer satisfaction, especially customer satisfaction at Bar.B.Q Plaza restaurant, which in this study there will be 2 factors such price and quality of service. Both of these factors will be studied more deeply whether have an influence on consumer satisfaction in the restaurant Bar.B.Q Plaza.
Moreover, it will also be discussed further on anyone who is into consumer Bar.B.Q Plaza, ranging from gender, age, occupation, and the frequency of arrival. These 4 things will be analyzed more deeply in order to determine the strategies used by Bar.B.Q Plaza for the right target. The analysis will be conducted on 4 thing and will be based on the analysis of demographic segmentation. The results of this study proved that the two factors studied which are the quality of service and price affects customer satisfaction in the restaurant Bar.B.Q Plaza. In this study, will be presented widely and deeply about both factors that affects customer satisfaction. In addition, the results of this study can be used to determine the company’s future strategy. On the other hand, the results of this study can also be used for further research with more data so that research results can be much more specific than the research that has been done this.
Key words : Price, service quality, customer satisfaction