THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY AND SOCIAL MEDIA PROMOTION ON CONSUMER SATISFACTION AT SPECTA CAFE
Keywords:
Service Quality, Product Quality, Social Media Promotion, Consumer SatisfactionAbstract
This study aims to determine the influence of service quality, product quality, and social media promotion on consumer satisfaction at Specta Cafe. The study was motivated by a decline in sales and indications of consumer dissatisfaction regarding service, product quality, and social media promotional activities. A quantitative method was employed, with data collected via questionnaires distributed to 100 Specta Cafe customers. Data analysis was conducted using multiple linear regression, with hypothesis testing performed via the t-test, F-test, and coefficient of determination. The results indicate that service quality has a positive and significant partial effect on consumer satisfaction, with a calculated t-value of 2.137 and a significance value of 0.035 (< 0.05). Product quality does not have a significant effect on consumer satisfaction, with a calculated t-value of -1.081 and a significance value of 0.282 (> 0.05). Social media promotion also does not have a significant effect on consumer satisfaction, with a calculated t-value of -0.681 and a significance value of 0.498 (> 0.05). Simultaneously, service quality, product quality, and social media promotion do not have a significant effect on consumer satisfaction, with a calculated F-value of 2.021 and a significance value of 0.116 (> 0.05). The coefficient of determination (R-squared) of 0.059 indicates that the variables of service quality, product quality, and social media promotion explain 5.9% of consumer satisfaction, while the remaining 94.1% is influenced by factors outside the scope of this study.
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