PENGARUH KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUASAN PELANGGAN MELALUI FASILITAS FREE WIFI SEBAGAI VARIABEL INTERVENING PADA WARKOP MAESAN KECAMATAN PANCENG GRESIK

Abstract

This study aims to analyze the effect of service quality and location on customer satisfaction at Warkop Maesan Panceng, Gresik, with free WiFi facilities as an intervening variable. The research employs a quantitative approach with a population of 100 customers. The sampling technique used probability sampling with purposive sampling. Data were collected through questionnaires and analyzed using Partial Least Square (PLS) with SmartPLS software. The results show that service quality has a positive and significant effect on customer satisfaction, while location has a negative and insignificant effect. Free WiFi facilities positively and significantly affect customer satisfaction. Furthermore, service quality and location positively and significantly influence free WiFi facilities. As an intervening variable, free WiFi facilities can mediate the effect of service quality on customer satisfaction positively and significantly. However, it cannot mediate the effect of location on customer satisfaction, which remains negative and insignificant. These results highlight the importance of service quality and free WiFi in enhancing customer satisfaction at Warkop Maesan.