v TABLE OF CONTENTS ABSTRACT ............................................................................................................................... i ABSTRAKSI ............................................................................................................................. ii APPROVAL PAGE ................................................................................................................ iii FOREWORD ........................................................................................................................... iv TABLE OF CONTENTS ......................................................................................................... v LIST OF FIGURES .............................................................................................................. viii LIST OF TABLES .................................................................................................................. ix LIST OF APPENDICES .......................................................................................................... x CHAPTER I INTRODUCTION ............................................................................................. 1 1.1 Background ...................................................................................................... 1 1.2 Problem Statement ........................................................................................... 4 1.3 Research Question............................................................................................ 7 1.4 Research Objective .......................................................................................... 7 1.5 Scope and Limitation ....................................................................................... 7 CHAPTER II LITERATURE REVIEW ............................................................................ ...8 2.1 Culinary Industry ............................................................................................. 8 2.2 Food and Beverages Quality ............................................................................ 8 2.3 Service Quality ................................................................................................ 9 2.4 Cafe Ambience ................................................................................................ 9 2.5 Customer Satisfaction .................................................................................... 10 2.6 Previous Study ............................................................................................... 11 vi 2.7 Conceptual Framework .................................................................................. 12 2.7.1 The Relationship between Food and Beverages Quality and Customer Satisfaction .............................................................................................. 12 2.7.2 The Relationship between Service Quality and Customer Satisfaction .. 13 2.7.3 The Relationship between Service Quality and Customer Satisfaction .. 13 CHAPTER III METHODOLOGY .................................................................................... ..15 3.1 Research Methodology ............................................................................... ..15 3.2 Research Approach ..................................................................................... ..15 3.3 Data Collection ........................................................................................... ..16 3.3.1 Sample ...................................................................................................