Pengaruh Kualitas Pelayanan, Kualitas Produk dan Lokasi terhadap Kepuasan Pelanggan di Café Joni Kupi Batam

Abstract

This study analyzes the effect of service quality, product quality, and location on customer satisfaction at Café Joni Kupi Batam. The method used is quantitative with a questionnaire survey of 106 respondents, and data analysis was performed using multiple linear regression through the SPSS 30 program. The results show that service quality, product quality, and location have a positive and significant effect on customer satisfaction, both partially and simultaneously. The location variable is the most dominant factor with a beta coefficient of 0.837. The Adjusted R² value of 0.654 indicates that the three variables explain 65.4% of the variation in customer satisfaction, while 34.6% is influenced by other factors. This study confirms that improving service quality, consistent product quality, and strategic location play an important role in creating customer satisfaction and increasing the competitiveness of cafes.