The influence of service quality, product quality, and brand image on customer satisfaction at Kopi Kenangan coffee shop in Medan

Jessica, Jessica (2023) The influence of service quality, product quality, and brand image on customer satisfaction at Kopi Kenangan coffee shop in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The coffee business in Indonesia is currently facing increasingly fierce competition.The problem in this case study is that there are still many customers from the Kopi Kenangan company giving negative comments regarding the quality provided by Kopi Kenangan so the author is interested in conducting this research, aspects of service quality, product quality and brand image are important in the coffee shop business today. Kopi Kenangan Medan customers fill out a questionnaire which is the primary and secondary data source for this research. The validity and reliability of the data were evaluated using this test. In this research, sampling was carried out using snowball sampling, namely a non-probability sampling technique. Normality, heteroscedasticity, multicollinearity and linearity tests were carried out on the data using SPSS 25.00. The data was further tested using multiple linear regression, coefficient of determination test, and hypothesis testing using the F test and T test. In addition, it was observed that service quality did not influence customer satisfaction while product quality and brand image had an influence on customer satisfaction. This shows that they must consider service quality variables in the company which can increase good customer satisfaction, by providing training to their employees. / Bisnis kopi di Indonesia saat ini menghadapi persaingan yang semakin ketat. Hal ini disebabkan semakin banyaknya kedai kopi modern yang bermunculan akhir- akhir ini. Permasalahan dalam studi kasus ini adalah masih banyak pelanggan dari perusahaan Kopi Kenangan yang memberikan komentar negatif mengenai kualitas yang diberikan oleh Kopi Kenangan sehingga penulis tertarik untuk melakukan penelitian ini, aspek kualitas pelayanan, kualitas produk dan citra merek menjadi hal yang penting. dalam bisnis kedai kopi saat ini. Pelanggan Kopi Kenangan Medan mengisi kuesioner yang merupakan sumber data primer dan sekunder dalam penelitian ini. Validitas dan reliabilitas data dievaluasi menggunakan tes ini. Dalam penelitian ini pengambilan sampel dilakukan dengan menggunakan snowball sampling yaitu teknik non-probability sampling. Uji normalitas, heteroskedastisitas, multikolinearitas dan linearitas dilakukan terhadap data dengan menggunakan SPSS 25.00. Data selanjutnya diuji menggunakan regresi linier berganda, uji koefisien determinasi, dan uji hipotesis menggunakan uji F dan uji T. Selain itu, diketahui bahwa kualitas pelayanan tidak mempengaruhi kepuasan pelanggan sedangkan kualitas produk dan citra merek mempunyai pengaruh terhadap kepuasan pelanggan. Hal ini menunjukkan bahwa mereka harus mempertimbangkan variabel kualitas pelayanan pada perusahaan yang dapat meningkatkan kepuasan pelanggan yang baik, dengan cara memberikan pelatihan kepada karyawannya.

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