PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN WARKOP OMA NALA

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan kualitas Kualitas Pelayanan terhadap kepuasan konsumen Warkop Oma Nala. Penelitian menggunakan pendekatan kuantitatif dengan metode analisis deskriptif. Data dikumpulkan melalui penyebaran kuesioner kepada 80 responden yang merupakan konsumen Warkop Oma Nala, dengan teknik pengambilan sampel menggunakan simple random sampling berdasarkan rumus Slovin. Instrumen penelitian diuji melalui uji validitas dan reliabilitas, yang menunjukkan seluruh item pernyataan valid dan reliabel. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa secara parsial kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen, sedangkan kualitas Kualitas Pelayanan tidak berpengaruh signifikan secara parsial. Namun, secara simultan kualitas produk dan kualitas Kualitas Pelayanan berpengaruh signifikan terhadap kepuasan konsumen. Nilai koefisien determinasi (R²) sebesar 0,665 menunjukkan bahwa 66,5% variasi kepuasan konsumen dapat dijelaskan oleh kualitas produk dan Kualitas Pelayanan, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian. Hasil penelitian ini diharapkan dapat menjadi bahan evaluasi bagi pengelola Warkop Oma Nala dalam meningkatkan kualitas produk dan Kualitas Pelayanan guna meningkatkan kepuasan konsumen.

This study aims to determine the influence of product quality and service quality on consumer satisfaction of Warkop Oma Nala. The research uses a quantitative approach with a descriptive analysis method. Data was collected through the distribution of questionnaires to 80 respondents who were consumers of Warkop Oma Nala, with a sampling technique using simple random sampling based on the Slovin formula. The research instrument was tested through validity and reliability tests, which showed all statement items were valid and reliable. Data analysis was performed using multiple linear regression with the help of IBM SPSS Statistics 25. The results of the study show that partially product quality has a positive and significant effect on consumer satisfaction, while service quality does not have a partial significant effect. However, simultaneously product quality and service quality have a significant effect on consumer satisfaction. A determination coefficient value (R²) of 0.665 indicates that 66.5% of the variation in consumer satisfaction can be explained by product and service quality, while the rest is influenced by other factors outside the study. The results of this study are expected to be evaluation materials for Warkop Oma Nala managers in improving the quality of products and services to increase consumer satisfaction.