Pengaruh Service Quality Dan Social Media Marketing Terhadap Kepuasan Konsumen (Studi Kasus di Suara Coffee & Space Sei Agul Ujung)

Abstract

This study aims to determine the effect of Service Quality and Social Media Marketing on customer satisfaction at Suara Coffee & Space Sei Agul Ujung. This type of research is descriptive with a quantitative approach. The number of samples in this study amounted to 50 respondents taken from 618 total population, namely consumers of Suara Coffee & Space Sei Agul Ujung from January - July 2023. Based on the partial t test results, the Service Quality variable has a positive and significant effect on the Consumer Satisfaction variable. For the t test on the Social Media Merketing variable partially does not have a significant effect on the Consumer Satisfaction variable. Based on the F test, it is obtained that the Service Quality variable and the Social Media Marketing variable simultaneously have a positive and significant effect on the Consumer Satisfaction variable. The Adjusted R Square value obtained is 0.836. Coefficient of Determination, it is obtained that 83.6% of the Consumer Satisfaction variable can be explained by the Service Quality variable and the Social Media Marketing variable, the remaining 16.4% is influenced by other factors not explained in this study.