ANALYSIS THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION (Case Study: “Kedai Twenties Manado”)

Abstract

This study aims to analyze the influence of service quality on customer satisfaction at Kedai Twenties Manado. This study uses quantitative method and using multiple linear regression to analyze the influence of service quality on customer satisfction. The population in this research are the customers of kedai Twenties Manado‖. Based on the calculation the numbers of samples obtained from the population is 100 respondents. The sampling technique used a purposive sampling method and the data collection method is in the form of a questionnaire that is run through Google Form. Testing and data analysis in this study using SPSS 26 software. The results shows that Tangibles (X1), Reliability (X2), Responsiveness (X3),  Assurance (X4), Empathy (X5) simultaneously have an positive influence on customer satisfaction. Empathy (X5) partially has a significant positive influence on customer satisfaction while Tangibles (X1), Reliability (X2), Responsiveness (X3),  Assurance (X4) have no significant influence on consumer buying decisions.

Keywords: Tangibles (X1),  Reliability (X2),  Responsiveness (X3) ,  Assurance (X4), Empathy (X5), Customer Satisfaction (Y), Coffee Shop.