PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA LABUAN CAFE LAMONGAN

This study aims to examine the influence of service quality and product quality on customer satisfaction at Labuan Café Lamongan. The sample size used in this study was 170 respondents, selected using convenience sampling from the population of all customers who had visited at least once. The results of multiple linear regression analysis and hypothesis testing show that service quality does not have an effect on customer satisfaction, while product quality has a positive and significant effect on customer satisfaction. Furthermore, product quality in this study was found to have a more dominant influence compared to service quality in affecting customer satisfaction. This research can be useful for Labuan Café as an evaluation material regarding service quality and product quality in order to enhance customer satisfaction.