Consumer Satisfaction with Service Quality Approach

Business development in both service and non-service sectors has experienced quite rapid business growth. Cafes are one of the business sectors, especially in the culinary service sector, whose development follows people's lifestyles and becomes an opportunity in its development. This study aims to analyze and determine the effect of service quality both partially and simultaneously on consumer satisfaction at Kedai Falsafah Ngopi Ciherang Pondok Bogor. Sampling in the study using non-probability sampling with a purposive sampling method so that 100 respondents were obtained with the criteria of having purchased the product at least once and being of sufficient age, namely 18 years old. The study used a questionnaire which would later be tested for validation, reliability, classical assumptions and then analyzed using multiple linear regression analysis. The results of the questionnaire test showed that the results of the validity, reliability and classical assumption tests on each research instrument produced valid and reliable results so that multiple linear regression tests could be carried out. The results of the study showed that service quality consisting of physical evidence, empathy, reliability, responsiveness and assurance had a positive and significant effect both partially and simultaneously on consumer satisfaction. Assurance has a high influence on consumer satisfaction.