Pengaruh Kualitas Pelayanan, Kualitas Produk, Dan Cita Rasa Terhadap Kepuasan Konsumen (Studi Kasus Pada Warkop Langgano Mojoagung Kabupaten Jombang)

Abstract

Abstract

 

Currently, the intense competition that exists has led to the emergence of competition between business people and other business people in achieving success. One of the businesses that is in great demand nowadays is the food and beverage business, one of which is the coffee shop business. According to Fatmarani, (2022) stated that the number of coffee shops in Indonesia has experienced a significant increase, namely increasing 3 times from 2016 to 2019 and is predicted to continue to increase.

This research aims to analyze the influence of Service Quality, Product Quality and Taste on Consumer Satisfaction at Warkop Langgano Mojoagung, Jombang Regency. The population used in this research were consumers who had visited Warkop Langgano. This research uses a quantitative type of research, with a sampling method using a purposive sampling technique which is used based on certain criteria using a questionnaire distributed to 85 respondents. With the results of multiple linear regression tests, service quality, product quality and taste have a positive effect on consumer satisfaction. Based on the results of hypothesis testing, it is known that simultaneously service quality, product quality and taste have a significant influence on consumer satisfaction, partially service quality, product quality and taste have a significant influence on consumer satisfaction. Service quality, product quality and taste contribute 88% to Warkop Langgano consumer satisfaction.

 

Keywords: Service Quality, Product Quality, Taste, Consumer Satisfaction