Analisis Faktor-Faktor yang Mempengaruhi Kepuasan Konsumen Ayam Geprek di Kota Kupang
Analysis Of Factors Affecting Consumer Satisfaction Of Crispy Chicken In Kupang City
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Donasia Tae(1*)
Universitas Nusa Cendana
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Maria Yasinta Luruk(2)
Universitas Nusa Cendana
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Ulrikus Romsen Lole(3)
Universitas Nusa Cendana
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Maria Krova(4)
Universitas Nusa Cendana
(*) Corresponding Author
Abstract
This study aims to analyse the factors influencing the satisfaction of consumers of ‘ayamgeprek’ in Kupang City. The research sample consisted of 120 consumers selected usingthe accidental sampling technique from three ‘ayam geprek’ restaurants in Kupang City,over a period of one month. Data was collected through observation, interviews and documentation. Data analysis was conducted quantitatively through validity and reliability tests of the instruments, as well as multiple linear regression analysis using SPSS Version 29. The results of the study indicate that the variable product quality has a positive effect on consumer satisfaction with a t-value of 2.076 and a significance level of 0.040 < 0.05. Service quality has a positive and significant influence with a t-value of 13.974, and a p-value of 0.000 < 0.01. Furthermore, preference has a significant influence on consumer satisfaction with a t-value of 5.104 and a significance level of 0.000 < 0.01. The coefficient of determination is 0.853, meaning that consumer satisfaction can be explained by the independent variables in the model to the extent of 85.3%. In conclusion, the factors influencing consumer satisfaction with ayam geprek in Kupang City are product quality,
service quality and preferences.
Penelitian ini memganalisis faktor-faktor yang memepengaruhi kepuasan konsumen ayam geprek di Kota Kupang. Sebanyak 120 konsumen dari tiga restoran dianalisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa kualitas produk, kualitas layanan, dan preferensi konsumen mempengaruhi kepuasan konsumen. Model ini menjelaskan 85,3% kepuasan, dengan nilai signifikan untuk setiap faktor: kualitas produk (t = 2,076, p = 0,040), kualitas layanan (t = 13,974, p = 0,000), dan preferensi (t = 5,104, p = 0,000). Kesimpulannya, ketiga faktor ini merupakan faktor kunci yang mempengaruhi kepuasan konsumen di kota tersebut.
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