PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN DENGAN MENGGUNAKAN METODE STRUCTURAL EQUATION MODEL (SEM) (Studi kasus : Kedai Essemu Kopi Jombang)

TRISWANTORO, MUHAMMAD ADI (2022) PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN DENGAN MENGGUNAKAN METODE STRUCTURAL EQUATION MODEL (SEM) (Studi kasus : Kedai Essemu Kopi Jombang). Other thesis, Universitas Pesantren Tinggi Darul 'Ulum.

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Abstract

The development of the cafe business in Indonesia is very fast. This is also the case in Jombang Regency, marked by the number of cafes that have sprung up. One of them is Essemu Kopi which is located on Jalan Dr. Soetomo Jombang. Essemu Kopi is a pioneer café for iced coffee drinks in Jombang. This Essemu coffee has been around for 3 years now. The purpose of this study was to analyze the effect of service quality and product quality on Essemu coffee consumer satisfaction. The data used is primary data taken from distributing questionnaires to Essemu coffee customers. The sample used was 40 Essemu Kopi customers who came at least 2 times within a month. The method used is the Stuctural Equation Model with the Partial Least Square approach. Based on the results of the analysis, the magnitude of service quality and product quality on consumer satisfaction is 81.5%. That means the quality of service and product quality make Essemu Kopi can survive until now. Keywords: Service Quality, SEM, PLS, and Influence

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