Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Kopi Kenangan Cabang Dewi Sartika

Abstract

Competition in the cafe industry is increasingly fierce, so companies must be able to meet customer satisfaction by providing quality products and services. Although Kopi Kenangan is one of the well-known cafe brands in Indonesia, there are still complaints from customers regarding the quality of products and services at the Dewi Sartika branch. This study aims to see how product quality and service quality partially or simultaneously affect the level of customer satisfaction at Kopi Kenangan Dewi Sartika Branch. The study used a quantitative method with a survey approach. This study used 96 respondents selected through a purposive sampling method. Data were collected by distributing questionnaires and analyzed using several methods such as validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination tests, all conducted with the help of IBM SPSS software version 20. The study shows that product quality has a positive and significant impact on customer satisfaction, with a contribution of 23.65%. Meanwhile, service quality also has a positive and significant impact, with a contribution reaching 31.59%. Together, these two variables positively and significantly influence customer satisfaction, contributing 55.2%, while the remaining 44.8% is influenced by factors not included in this study. Therefore, companies are advised to maintain consistent product quality and improve service process efficiency to optimize customer satisfaction.