Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Roti’o Cabang Cibinong City Mall

Abstract

This study aims to examine the influence of product quality and service quality on consumer satisfaction at Roti'O Cibinong City Mall Branch. A quantitative approach with an explanatory research design was employed. Primary data were collected through questionnaires distributed to 130 consumers selected using purposive sampling. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics version 27 after passing validity, reliability, and classical assumption tests. The results indicate that product quality has a positive and significant effect on consumer satisfaction (t = 5.395; p < 0.001), while service quality also has a positive and significant effect (t = 6.246; p < 0.001). Simultaneously, both variables significantly influence consumer satisfaction (F = 134.360; p < 0.001). The coefficient of determination (R² = 0.679) indicates that product quality and service quality explain 67.9% of the variation in consumer satisfaction, while the remaining 32.1% is influenced by other factors outside the research model. Furthermore, service quality demonstrates a more dominant contribution than product quality based on the standardized beta coefficient. These findings suggest that improving service quality while maintaining consistent product quality is essential for enhancing consumer satisfaction and strengthening customer relationships in the retail food industry.