Pengaruh Service Quality terhadap Customer Satisfaction Coffee Shop Merak Kupie Medan

Abstract

Penelitian ini bertujuan untuk mengetahui Tangible, Reliability, Responsiveness, Assurance, dan Empathy terhadap Customer Satisfaction pada Coffee Shop Merak Kupie Medan. Sampel dalam penelitian ini menggunakan purposive sampling yang terdiri dari 96 responden yang membeli produk Coffee Shop Merak Kupie Medan.Teknik analisis data yang digunakan adalah teknik analisis deskriptif dan teknik analisis statistik. Metode pengumpulan data melalui wawancara, daftar pertanyan, dan studi dokumentasi. Pada hasil penelitian menunjukkan bahwa pengaruh Tangible, Reliability, Responsiveness, Assurance, dan Empathy terhadap Customer Satisfaction secara serempak berpengaruh positif dan signifikan dengan nilai Fhitung 118.075 > nilai Ftabel 2,31. Uji yang dilakukan menunjukkan bahwa Tangible, Reliability, Responsiveness, Assurance, dan Empathy secara parsial berpengaruh positif dan signifikan terhadap Customer Satisfaction. Nilai Adjusted R Square yang didapat dari hasil pengujian Koefisien Determinan (R2) sebesar 86% Customer Satisfaction dapat di jelaskan oleh Tangible, Reliability, Responsiveness, Assurance, dan Empathy. Sedangkan sisanya 14% dapat dijelaskan oleh faktorfaktor lain yang tidak diteliti dalam penelitian ini. This research aims to determine Tangible, Reliability, Responsiveness, Assurance, and Empathy towards Customer Satisfaction at the Merak Kupie Coffee Shop in Medan. The sample in this study used purposive sampling consisting of 96 respondents who purchased Merak Kupie Medan Coffee Shop products. The data analysis techniques used were descriptive analysis techniques and statistical analysis techniques. Data collection methods were through interviews, questionnaires and documentation studies. The research results show that the influence of Tangible, Reliability, Responsiveness, Assurance, and Empathy on Customer Satisfaction simultaneously has a positive and significant effect with an Fcount value of 118,075 > Ftable value of 2.31. The tests carried out show that Tangible, Reliability, Responsiveness, Assurance, and Empathy partially have a positive and significant effect on Customer Satisfaction. The Adjusted R Square value obtained from the Determinant Coefficient (R2) test results of 86% Customer Satisfaction can be explained by Tangible, Reliability, Responsiveness, Assurance, and Empathy. Meanwhile, the remaining 14% can be explained by other factors not examined in this study.