ANALISIS KEPUASAN PELANGGAN TERHADAP PRODUK J.CO DONUTS & COFFEE MENGGUNAKAN METODE PEMBOBOTAN BERBASIS SPSS DI PURWAKARTA
DOI:
https://doi.org/10.34125/jkps.v11i4.3236Keywords:
Kepuasan pelanggan, kualitas produk, kualitas pelayanan, kebersihan, kecepatan pelayanan, metode pembobotan, SPSSAbstract
Increasing competition in the culinary industry requires companies to better understand and enhance customer satisfaction as a key factor for business success. This study analyzes the level of customer satisfaction and identifies the factors influencing it in J.CO Donuts & Coffee products in Purwakarta. The independent variables include product quality, price, service quality, cleanliness, and service speed, while the dependent variable is customer satisfaction. This research employs a quantitative approach using a survey method through questionnaires distributed to customers, measured using a Likert scale. The data were analyzed using SPSS, including validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination. In addition, a weighting method was applied to determine the relative importance of each variable. The results indicate that all variables significantly influence customer satisfaction, both partially and simultaneously, with the dominant variable determined based on the highest weighting score as a priority for service improvement.
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