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Cang, Vincent Clarence
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Decision Sciences, Operations Research & Management

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ANALISIS KEPUASAN KONSUMEN CAFE SHOP COFFINE COFFE DI KOTA TEBING TINGGI, SUMATRA UTARA Cang, Vincent Clarence; Doloksaribu, Winda Sri Astuti; Wicharta, Jeffrie; Nahrisah, Ezzah
Mount Hope Management International Journal Vol. 2 No. 3 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v2i3.654

Abstract

This study aims to examine the effect of service quality, product quality, and price on consumer satisfaction. The data analysis method used includes the F-test and T-test to determine the relationship and significance of each variable. The analysis results show that service quality has a positive effect on consumer satisfaction, with an F-test value of 0.837 > 0.662, a t-statistic of 2.345 > 1.96, and a p-value of 0.006 < 0.05, thus supporting the first hypothesis (H1). Furthermore, the effect of product quality on consumer satisfaction is also significant, with an F-test value of 0.829 > 0.662, a t-statistic of 2.911 > 1.96, and a p-value of 0.004 < 0.05, confirming the second hypothesis (H2). The price variable also positively influences consumer satisfaction, as indicated by an NFI value of 0.829 > 0.662, a t-statistic of 5.562 > 1.96, and a p-value of 0.000 < 0.05, supporting the third hypothesis (H3). Simultaneously, service quality, product quality, and price have a positive effect on consumer satisfaction, as shown by the analysis results confirming the acceptance of H1, H2, and H3 based on the T-test criteria. This study provides insights that improving service quality, product quality, and effective price management can significantly enhance consumer satisfaction.
Co-Authors Doloksaribu, Winda Sri Astuti Nahrisah, Ezzah Wicharta, Jeffrie