ANALISIS PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN DAPUR 21, UNIVERSITAS PELITA HARAPAN SURABAYA

Abstract

Dapur 21 is a newly established SMEs with the objective to be achieved customer satisfaction. To achieve customer satisfaction, Dapur 21 is always pay attention to quality factors, which are products and services. Problems that would like to identify in this research are: (a) whether the quality of products significantly influence consumer satisfaction on Dapur 21; (b) whether the quality of service significantly influence consumer satisfaction on Dapur 21. Based on the research results it can be stated that the first hypothesis proposed that quality of products significantly influence consumer satisfaction is received, and the second hypothesis which says the quality of service significantly influence consumer satisfaction is received received. From the regression coefficients, it can be concluded that the independent variables that consists of quality products and quality service are able to explain variations in the dependent variable of customer satisfaction by 36% while remaining 64% is explained by variables outside the model or other aspects. From the two independent variables tested partially the most dominant variable in influencing customer satisfaction on Dapur 21 is the variable quality of service (with a coefficient of 0.460). While the variables have the smal role in influencing customer satisfaction variable is the variable quality of the product (with a coefficient of 0.357).