Pengaruh Dining Service Quality dan Customer Experience terhadap Customer Satisfaction pada Kafe Temu Tengah USU (Studi Kasus pada Mahasiswa FISIP dan FEB USU)

Abstract

This research aims to determine and analyze the influence of Dining Service Quality and customer experience on customer satisfaction at Temu Tengah USU Cafe. This research is associative research and the type of data used is quantitative data. The population in this research were Temu Tengah USU Cafe customers. The number of samples in this study was 100 people with a sampling technique using purposive sampling with the criteria being that customers who visited Temu Tengah USU Cafe had made at least 3 visits. The data analysis used is multiple linear regression analysis. Data processing in research uses SPSS 23. The results of this research show that simultaneously Dining Service Quality and customer experience have a positive and significant effect on customer satisfaction. Partially, Dining Service Quality and customer experience have a positive and significant effect on customer satisfaction at Temu Tengah USU Cafe. And based on the coefficient of determination the independent variable is able to influence the dependent variable by 55.8%.