Black Coffee Shop Customer Satisfaction Based on Product Quality and Service

A Razak,Achmad Mustofa,Amrusi Amrusi,Musfiana Musfiana,Asmaul Husna

doi:10.20527/jee.v2i2.3924

Abstract

This research was conducted with the aim of knowing the level of customer satisfaction at the Black Coffee Shop business in the city of Banda Aceh. This research was conducted using a quantitative approach with descriptive methods. The sampling technique was simple random sampling, where each sample was taken randomly without looking at the strata. By using the Slovin formula, the number of samples in this study was 80 consumers. Analysis of research data using multiple linear regression analysis model which is used to see the effect between product quality and service variables (independent variables) on customer satisfaction (dependent variable). The results of the partial calculation of the variable product quality and service quality have a positive and significant effect on customer satisfaction. Between product quality and service quality, the more dominant quality is product quality. The results of the calculation of the coefficient of determination show that the variables of product quality and service quality can explain the change in customer satisfaction by 62.9%, while the remaining 37.1% is influenced by other factors not discussed in this study.

Highlights

The progress of the times is closely related to the growing development of the business world and the industrial world
With the growing business that exists today, the competition is getting tighter and it is more difficult to predict. Conditions like this can trigger an entrepreneur to be able to create a product that has superior value and is more competitive for his business to be able to compete in the business world
The data analysis of this research is multiple linear regression analysis used to see the effect of the variable product quality and service quality on customer satisfaction

Summary

Introduction

The progress of the times is closely related to the growing development of the business world and the industrial world. With the growing business that exists today, the competition is getting tighter and it is more difficult to predict. Conditions like this can trigger an entrepreneur to be able to create a product that has superior value and is more competitive for his business to be able to compete in the business world. Tjiptono (2019: 45) states that customer satisfaction is a key element in modern marketing thinking and practices. The key lies in the ability to understand consumer behavior, utilize that understanding in designing, communicating, and delivering marketing programs more effectively than competitors. Customer satisfaction is an assessment of each consumer by comparing the existing conditions with the expected conditions

Methods

Results

Conclusion