ANALISIS KEPUASAN KONSUMEN PADA BEST CAFE TEMBILAHAN

M. Teguh Farhansyah; Yaswar Aprilian; Zainal Arifin

doi:10.32520/jam.v10i2.3724

M. Teguh Farhansyah
Yaswar Aprilian Universitas Islam Indragiri
Zainal Arifin Universitas Islam Indragiri

DOI: https://doi.org/10.32520/jam.v10i2.3724

Keywords: Product Quality, Service Quality, Emotional, Price, Cost, Consumer Satisfaction

Abstract

This research aims to identify the factors influencing consumer satisfaction at Best Café Tembilahan, with a sample size of 100 respondents. Data collection was conducted using questionnaires, and the data analysis employed a quantitative analysis method using a Likert Scale and SPSS version 25. The data analysis methods used include instrument testing, classical assumption tests, multiple regression tests, and hypothesis testing. The results of the coefficient of determination test show an adjusted R² value of 0.939, indicating that 93.9% of the consumer satisfaction variable is influenced by five explanatory variables, namely Product Quality (X1), Service Quality (X2), Emotional (X3), Price (X4), and Cost (X5). The remaining 6.1% is influenced by other variables not included in this research. The results of the t-test or partial test prove that Product Quality (X1) affects Consumer Satisfaction (Y), Service Quality (X2) affects Consumer Satisfaction (Y), Emotional (X3) affects Consumer Satisfaction (Y), Price (X4) affects Consumer Satisfaction (Y), and Cost (X5) affects Consumer Satisfaction (Y). The results of the f-test or simultaneous test show that Product Quality (X1), Service Quality (X2), Emotional (X3), Price (X4), and Cost (X5) together have a significant impact on Consumer Satisfaction at Best Café Tembilahan.