ABSTRAK
MOCHAMMAD IRVANDI PUTRA.NIM 2020116054. Pengaruh Kualitas Pelayanan
dan Kualitas Produk Terhadap Kepuasaan Pelanggan di Bento Kopi UI Depok
Dibawah bimbingan Ibu Hj. Uuh Sukaesih. Ir, M.Si.
Penelitian ini dilatarbelakangi oleh beberapa permasalahan yang dihadapi Bento Kopi
UI Depok, yaitu Kualitas Pelayanan yang kurang baik dan Kualitas Produk yang tidak
sesuai harapan. Hal ini berpotensi melemahkan Kepuasan Pelanggan, menghambat
pendapatan bisnis Bento Kopi, dan memperbesar risiko kehilangan pelanggan di
tengah persaingan industri Coffeshop yang semakin ketat. Penelitian ini bertujuan
untuk menganalisis pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap
Kepuasan Pelanggan di Bento Kopi UI Depok. Penelitian ini menggunakan
pendekatan kuantitatif deskriptif dengan analisis regresi berganda. Data dikumpulkan
dengan menyebarkan kuesioner secara offline melalui Google Form kepada 100
responden di Bento Kopi yang kriteria maksimal dalam waktu tiga bulan terakhir
mengkonsumsi kopi di Bento Kopi UI Depok. Data dianalisis menggunakan software
SPSS
Hasil penelitian menunjukkan bahwa (1) Kualitas Pelayanan dan Kualitas Produk
bersama-sama berpengaruh signifikan terhadap Kepuasan Pelanggan di Bento Kopi
UI Depok.(2) secara parsial, Kualitas Pelayanan dan Kualitas Produk berpengaruh
signifikan terhadap Kepuasan Pelanggan. Koefisien determinasi (R2
) sebesar 0,753.
Hal ini berarti kontribusi Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan
Pelanggan adalah 75,3%, hal ini menegaskan bahwa kualitas pelayanan dan kualitas
produk yang dirasakan memiliki dampak yang signifikan terhadap tingkat kepuasan
pelanggan di Bento Kopi. sedangkan sisanya 24,7% dijelaskan oleh variabel lain yang
tidak diteliti dalam penelitian ini.
Kata kunci: Kualitas Pelayanan, Kualitas Produk, Kepuasan Pelanggan, Bento Kopi
UI Depok.
ABSTRACT
MOCHAMMAD IRVANDI PUTRA. NIM 2020116054. Impact of Service Quality and
Product Quality on Customer Satisfaction at Bento Coffe UI Depok Under the
quidance of Mother Hj. Uuh Sukaesih. Ir, M.Si.
This research is undermined by some of the problems faced by Bento Coffe UI Depok,
namely poor Quality of Service and Product Quality that did not meet expectations.
This Potentially weakens Customer Satiisfaction, inhibits Bento Coffe’s business
revenue, and increases the risk of losing customers amid the growing competition of
the coffeshop industry. This study aims to analyze the impact of Service Quality and
Product Quality on Customer Satisfaction at Bento Coffe UI Depok. This Study uses a
descriptive quantitative approach with double regression analysis. The data was
collected by distributing the questionnaire offline via Google Form to 100 respondents
in Bento Coffe whose criteria were maximum in the last three months consuming coffee
in Bento Coffee UI Depok. The data were analyzed using SPSS Software.
Research results show that (1) Quality of Service and Product Quality together have
a significant impact on Customer Satisfaction at Bento Coffee UI Depok.(2) Partially,
Quality of Services and Quality of Products have a major impact on customer
satisfaction. The determination coefficient (R2) is 0.753. This means that the
contribution of Service Quality and Product Quality to Customer Satisfaction is
75.3%, which confirms that the quality of service and product quality perceived has a
significant impact on customer satisfaction at Bento Coffee. whereas the remaining
24.7% is explained by other variables not studied in this study.
Keywords: Quality of Service, Product Quality, Customer Satisfaction, Bento Coffee
UI Depok.
