Pengaruh Dining Service Quality (DINESERV), dan Product Differentiation terhadap Customer Satisfaction pada Mie Aceh Titi Bobrok Setia Budi

Abstract

This study aims to identify and analyze the influence of Dining Service Quality (DINESERV) and Product Differentiation on Customer Satisfaction at Mie Aceh Titi Bobrok Setia Budi. This is an associative study using a quantitative approach. The population consists of consumers who have visited and dined at Mie Aceh Titi Bobrok Setia Budi at least twice. The sample includes 145 respondents selected through non-probability sampling, a sampling technique that does not provide equal opportunity for each element or member of the population to be chosen as a sample. Data analysis was conducted using multiple linear regression, and data processing was performed using SPSS version 25. The results show that simultaneously, Dining Service Quality (DINESERV) and Product Differentiation have a positive and significant effect on Customer Satisfaction. Partially, each variable also has a positive and significant effect on Customer Satisfaction at Mie Aceh Titi Bobrok Setia Budi.