ANALISIS ORIENTASI PELUANG DAN FOKUS PADA PELANGGAN DALAM MENINGKATKAN KEPUASAN KONSUMEN (STUDI KRESNA KAMPUNG INGGRIS PARE)

Nasution, Muhammad Fajar Padlin
Pandiangan, Bilson
br Sinulingga, Nora

Journal Business and Management
Vol. 3 No. 2 (2025): Journal Business and Management (Oktober 2025)

This study aims to examine the application of opportunity orientation and customer focus on customer satisfaction at Kresna, Kampung Inggris Pare. This study is a descriptive quantitative study, which uses an online survey via Google Forms to collect data and obtained a total of 121 student respondents. The data analysis method used is multiple linear regression analysis. The results of the analysis show that opportunity orientation has a positive and significant effect on customer satisfaction. Customer focus has a positive and significant effect on customer satisfaction. Simultaneously, opportunity orientation and customer focus have a positive and significant effect on customer satisfaction, with a contribution of 61.1%.