DAMPAK KUALITAS PELAYANAN DAN STRATEGI PROMOSI TERHADAP KEPUASAN PELANGGAN PADA CAFE GUTENACHT DI DESA TANJUNG KUBA

Abstrak

This study aims to determine the effect of service quality and promotion on customer satisfaction at Cafe Gutenacht, Tanjung Kuba Village, Air Putih District. The method used is quantitative with an associative approach to examine the relationship between these variables. Data were collected through questionnaires using purposive sampling with 97 respondents and analyzed using multiple linear regression and hypothesis testing (F-test, T-test, and Determination Coefficient) with SPSS 29 for Windows. The results show that service quality and promotion have a positive and significant effect on customer satisfaction, both partially and simultaneously, with an F-count value (15.124) > F-table (3.10) and a significance of 0.01 < 0.05. The coefficient of determination indicates that 77.1% of customer satisfaction is influenced by service quality and promotion, while the remaining 22.9% is influenced by other variables.