ANALISIS PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN: KAJIAN EMPIRIS PADA AROEM RESTO & CAFÉ

Afifah Amelia  Haqiqi; Lulu  Umbadria

doi:10.58174/re1ktg48

Authors

Afifah Amelia Haqiqi Universitas Pamulang
Lulu Umbadria Universitas Pamulang

DOI:

https://doi.org/10.58174/re1ktg48

Keywords:

Service Quality; Product Quality; Customer Satisfaction; SERVQUAL; Restaurant

Abstract

The restaurant and cafe industry in Indonesia is experiencing rapid growth, pushing business players to continuously improve service quality and product quality as primary strategies for achieving and maintaining customer satisfaction. This study aims to analyze the influence of service quality and product quality on customer satisfaction at Aroem Resto & Café, both partially and simultaneously. A quantitative method with a descriptive-causal survey approach was employed, involving 100 customer respondents of Aroem Resto & Café selected through purposive sampling. The research instrument was a structured questionnaire with a five-point Likert scale, tested for validity and reliability (Cronbach's Alpha = 0.871). Data were analyzed using multiple linear regression analysis with SPSS 25 software. The results show that service quality has a positive and significant effect on customer satisfaction (β = 0.438, t = 5.621, p < 0.001), as does product quality (β = 0.372, t = 4.783, p < 0.001). Simultaneously, both variables significantly influence customer satisfaction with F-count = 52.316 (p < 0.001) and a coefficient of determination R² = 0.627, meaning 62.7% of the variation in customer satisfaction can be explained by service quality and product quality. Service quality proved to be the more dominant determinant, with empathy and responsiveness dimensions as the strongest contributors. These findings affirm the importance of continuous investment in service HR training and menu innovation as the two main pillars of customer satisfaction strategy in Indonesia's restaurant and cafe industry.

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