PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN SERVICESCAPE TERHADAP KEPUASAN PELANGGAN DI KOPIKUNI

Abstract

Consumer preferences to consume coffee shops have significantly changed along with changes in consumer behavior. Today, many coffee shops are developing with a co- working space concept that offers not only coffee but also a space for social interaction. This condition has intensified competition in the coffee shop business. Many entrepreneurs are investing in physical infrastructure by enhancing their servicescape to gain a competitive advantage in attracting customers. However, such investments tend to be costly, making it necessary to conduct research to ensure that investment in servicescape contributes to customer satisfaction in coffee shops. This study aims to evaluate the influence of product quality, service quality, and servicescape in shaping customer satisfaction at Kopi Kuni. Kopi Kuni was selected as a coffee shop known for its well-designed servicescape in delivering its services. The research adopts a semi-quantitative approach that measures respondents’ perceptions qualitatively and then converts them into quantitative data. The study assesses the effect of independent variables on the dependent variable using multiple linear regression analysis. The results show that product quality, service quality, and servicescape have a positive and significant effect on customer satisfaction at Kopi Kuni. Among these, the variable that plays the most dominant role in shaping customer satisfaction is servicescape. This research confirms that in the current era, servicescape plays a crucial role in building customer satisfaction. Investment in developing servicescape can yield returns in the form of increased customer satisfaction, which is essential in creating competitive advantage for coffee shop businesses.