Pengaruh System Usability dan Product Quality Terhadap Customer Satisfaction Pada Percetakan Gajah Semarang
DOI:
https://doi.org/10.61722/jaem.v3i2.11004Keywords:
System Usability; Product Quality; Customer Satisfaction; Marketing; Printing.Abstract
The purpose of this study is to investigate the influence of usability of the system and quality of products toward customer satisfaction at Gajah Print Printing Semarang. This study was initiated because customer satisfaction plays a crucial role in sustaining client loyalty under intense rivalry within the printing industry. The research design employed is quantitative with analytical technique of multiple linear regression analysis supported by SPSS version 25. Data acquisition was performed using questionnaires distributed to 163 respondents who have used services of Gajah Print. The outcomes reveal that system usability has a positive and significant relationship with customer satisfaction at a significance value of 0.001. Moreover, product quality also shows a positive and significant relationship with customer satisfaction at a significance value of 0.001. Together, both variables significantly affect customer satisfaction with an F value of 98.372 and significance level of 0.001. The coefficient of determination indicates that system usability and product quality explain 55.1% of variations in customer satisfaction, whereas 44.9% is influenced by other factors outside the model. Thus, improvement in system usability and product quality contributes to higher customer satisfaction at Gajah Print Semarang.
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