Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Pelanggan Arah Coffee Greenlake City

The Influence of Service Quality and Product Quality on Customer Satisfaction in the Direction of Coffee Greenlake City

Abstract

This study examines the effects of service quality and product quality on customer satisfaction at Arah Coffee, Greenlake City Branch, Tangerang. A quantitative survey involved 100 customers during May–July 2026. Each construct was measured using ten Likert-scale statements. Analyses included descriptive statistics, validity, reliability, residual diagnostics, multicollinearity, multiple linear regression, t-tests, an F-test, and explained variance. Regression results were verified against the item-level data in the thesis appendix. Service quality was positively associated with satisfaction (coefficient = 0.157, p = 0.031), while product quality had a coefficient of 0.793 (p < 0.001). The overall model was significant (F = 218.029), with R² = 0.818 and adjusted R² = 0.814. Standardized coefficients indicated a stronger association for product quality. Additional diagnostics detected nonnormal residuals; nevertheless, HC3 robust standard errors retained the significance of both predictors. The findings support prioritizing product consistency alongside service improvement. Conclusions are limited to the surveyed customers and branch and do not establish causality or changes in customer loyalty.