Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Warung Makan Lemak Citra Samarinda

Authors

DOI:

https://doi.org/10.54144/jadbis.v11i2.10152

Keywords:

Kualitas Produk, Kualitas Pelayanan, Kepuasan Konsumen

Abstract

Tujuan penelitian untuk mengetahui bagaimana pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen. Penelitian dilakukan menggunakan pendekatan kuantitatif. Sampel yang digunakan sebanyak 98 responden yang merupakan konsumen Warung Lemak Citra Samarinda dengan menggunakan sampel non-probabilitas yaitu metode purposive sampling dan accidental sampling. Analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa variabel Kualitas Produk dan Kualitas Pelayanan secara parsial berpengaruh signifikan terhadap Kepuasan Konsumen. Hasil penelitian juga menunjukkan kedua variabel tersebut secara simultan berpengaruh signifikan terhadap Kepuasan Konsumen. Warung Lemak Citra Samarinda terus berupaya menjaga kualitas produk dan pelayanan sehingga dapat meningkatkan kepuasan konsumen terhadap produk tersebut.

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Published

2023-11-23

Issue

Vol. 11 No. 2 (2023): Jurnal Administrasi Bisnis

Section

Articles

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