The influence of product quality and service quality toward customer satisfaction at 38 Coffee Lab Medan

Jaya Suryadi, Alviani (2021) The influence of product quality and service quality toward customer satisfaction at 38 Coffee Lab Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Product quality and service quality are the major leading factor to attain customer satisfaction. The authors found that there were some bad reviews regarding their product quality and service quality in which indicate that product quality and service quality provided did not meet customer expectation, thus affecting customer satisfaction. Therefore, the research could be conducted further to examine the influence of product quality and service quality on customer satisfaction. The type of research applied is quantitative and descriptive research. Data was collected through distribution of questionnaires accompanied with purposive sampling method. Data is processed first using instrument test on 30 respondents. Afterward, descriptive statistic analysis, normality test, multicollinearity test, heteroscedasticity test, linearity test, autocorrelation test, multiple linear regression analysis, coefficient of determination test, hypothesis T-Test and F-Test will be conducted using 97 respondents. The coefficient of determination test result is 59.3% which indicate that customer satisfaction influenced by product quality and service quality the remaining 40.7% influenced by other variable such as price or promotion that are not discussed in this research. The research result show that product quality partially influences customer satisfaction and service quality partially influence customer satisfaction as both of the result have greater tcount value and significant value. Besides, product quality and service quality simultaneously influence customer satisfaction as the result show that it has greater Fcount value and significant value./Kualitas produk dan kualitas pelayanan merupakan faktor yang harus diperhatikan dalam menghasilkan kepuasan pelanggan. Penulis menemukan bahwa adanya ulasan yang tidak bagus mengenai kualitas produk dan kualitas layanan dimana hal tersebut mengindikasikan bahwa kualitas produk dam kualitas pelayanan yang diberikan belum memenuhi harapan pelanggan, sehingga mempengaruhi kepuasan pelanggan. Maka dari itu, penelitian akan dilanjutkan dengan menguji pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan. Jenis penelitian yang dilakukan merupakan penelitian kuantitatif dan deskriptif. Pengumpulan data dilakukan dengan cara penyebaran kuesioner dengan metode sampling purposive. Pengolahan data dilakukan terlebih dahulu dengan menggunakan uji instrumen terhadap 30 responden. Selanjutnya akan dilakukan analisis deskriptif, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji linearitas, uji autokorelasi, analisis regresi linear berganda, uji koefiesien determinasi, uji hipotesis parsial dan simultan dengan menggunakan 97 responden. Dari hasil uji koefisien determinasi menunjukkan 59.3% kepuasan pelanggan dipengaruhi oleh kualitas produk dan kualitas pelayanan, sisanya sebesar 40.7% dapat dipengaruhi oleh variabel lain seperti harga atau promosi yang tidak dituliskan dalam penelitian ini. Hasil penelitian menunjukkan bahwa kualitas produk secara parsial mempengaruhi kepuasan pelanggan dan kualitas pelayanan secara parsial mempengaruhi kepuasan pelanggan dimana nilai thitung dan nilai signifikan memenuhi kriteria hipotesis yang telah ditentukan. Selain itu, kualitas produk dan kualitas pelayanan secara simultan mempengaruhi kepuasan pelanggan dimana nilai Fhitung and nilai signifikan yang sudah memenuhi kriteria hipotesis yang telah ditentukan.

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