Pengaruh Personalisasi Layanan, Media Sosial Instagram, Dan Kualitas Produk Terhadap Kepuasan Pelanggan Di Any-O Coffee Kalibaru

Abstract

Abstract

This study aims to analyze the effects of service personalization, Instagram social media, and product quality on customer satisfaction at Any-o Coffee Kalibaru. A quantitative survey approach was employed. The population consisted of Any-o Coffee customers who had made purchases either directly or indirectly, while the sample comprised 65 respondents selected through non-probability purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with IBM SPSS version 25 through validity and reliability tests, classical assumption tests, multiple linear regression, the F-test, the t-test, and the coefficient of determination. The F-test produced an F-value of 33.127 with a significance level of 0.000, indicating that service personalization, Instagram social media, and product quality simultaneously have positive and significant effects on customer satisfaction. Partially, service personalization has a positive and significant effect with a regression coefficient of 0.443, a t-value of 3.854, and a significance level of 0.000. Instagram social media also has a positive and significant effect with a coefficient of 0.269, a t-value of 2.984, and a significance level of 0.004. Product quality has a positive and significant effect with a coefficient of 0.292, a t-value of 2.445, and a significance level of 0.017. The adjusted R-square value of 0.601 shows that the three independent variables explain 60.1% of the variation in customer satisfaction, while the remaining 39.9% is explained by factors outside the research model.

Keywords: Service Personalization, Instagram Social Media, Product Quality, Customer Satisfaction, Any-o Coffee