PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN DEPOT CITA RASA DI KOTA MALANG

This study is motivated by the increasingly intense business competition in the food and beverage sector, which requires business actors to enhance customer satisfaction through the provision of high-quality products and services. This study aims to analyze the effect of product quality and service quality on customer satisfaction at Depot Cita Rasa. The research method used is a quantitative method with a survey approach. The population in this study consists of all customers of Depot Cita Rasa, with a sample of 120 respondents determined using convinience sampling technique. The variables analyzed include product quality, service quality, and customer satisfaction. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 27. The results show that product quality has a positive and significant effect on satisfaction. Service quality is also proven to have a positive and significant effect on customer satisfaction. These findings indicate that service quality has a more dominant influence than product quality in increasing customer satisfaction. Theoretically, this study strengthens the concept that product quality and service quality play an important role in shaping customer satisfaction. Practically, the results of this study provide implications for the management of Depot Cita Rasa to focus more on service improvement strategies without neglecting product quality. Overall, this study emphasizes the importance of synergy between product quality and service quality in creating sustainable customer satisfaction.