Analisis Pengaruh Kualitas Pelayanan, Kualitas Produk, Persepsi Harga, Fasilitas terhadap Kepuasan Pelanggan dengan Metode Structural Equation Modeling (SEM) AMOS pada Café Djajan Coffee Purwakarta

Abstract

When this café first opened, this café was very busy with lots of customers from all walks of life, but a few months ago it was not as busy as when the café first opened. The reason for the lack of customers is because customer satisfaction has never been measured at this Café, while the company's hope is for customer satisfaction to increase stably, even if it can, product sales are expected to be above the set target standards. This study aims to determine the effect of service quality, product quality, price perceptions, and facilities on customer satisfaction at Café Djajan Coffee Purwakarta. The sampling method used was simple random sampling and determining the number of samples in this study using the slovin formula yielding 175 respondents, the data used was primary data using a questionnaire technique, hypothesis testing was carried out using multiple linear regression analysis techniques using a two-tailed test with the Analysis of moment structure application version 24. The results showed that product quality had a positive and significant effect on customer satisfaction at Café Djajan Coffee Purwakarta while for service quality variables, price perceptions and facilities had no effect and no significant effect on customer satisfaction at Café Djajan Coffee Purwakarta.