Analisis Pengaruh Kualitas Produk dan Layanan Terhadap Tingkat Kepuasan Pelanggan (Studi Kasus di Warkop Wedang Rempah Plaju)

Abstract

This research analyzes the influence of service quality on customer satisfaction at Warkop Wedang Rempah Plaju. In the context of business competition in the culinary sector, service quality is a key factor in maintaining business existence and attracting customer loyalty. This study used a survey method with questionnaires to 62 consumers who had used the service at least three times. The research results show that service quality has a significant effect on customer satisfaction. The dimensions of reliability, responsiveness, assurance, empathy, and physical evidence were found to be important elements that influence customer perceptions of service quality. The validity test results show that all questionnaire items are declared valid with a calculated R value greater than 0.2521, while the reliability test shows that all items in the research variables have a good level of consistency with a Cronbach Alpha value above 0.6. Apart from that, the results of the normality test using the One-Sample Kolmogorov-Smirnov Test showed that the data was normally distributed with an Asymp.Sig (2-tailed) value of 0.649. These findings provide insight into the management of Warkop Wedang Rempah Plaju to develop a service strategy that is more oriented towards customer needs in order to increase competitiveness in the market.