PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN LOKASI TERHADAP KEPUASAN KONSUMEN CAFE LAVENDER

Abstract

This research determines and analyses the effect of product quality, service quality, and location on customer satisfaction at Café Lavender Surabaya. The research applies quantitatively, with a descriptive approach. Furthermore, the population comprises all customers who have purchased products at Café Lavender Surabaya. In line with that, there were 100 respondents taken as samples, using the Lemeshow formula. Moreover, the data analysis technique used data instrument test, multiple linear regression, classical assumption test, proper model test (F-test), and hypothesis test (t-test) with SPSS (Statistical Product and Service Solution) version 26. The result show that product quality has a negative and insignificant effect on customer satisfaction at Café Lavender Surabaya. However, service quality has a positive and significant effect on customer satisfaction at Café Lavender Surabaya. Likewise, location has a positive and significant effect on customer satisfaction at Café Lavender Surabaya.