PENGARUH KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA WARKOP SOTERIA WAROENK SOERABI & KOPI DI SATRIA MEKAR KABUPATEN BEKASI
DOI:
https://doi.org/10.61722/jaem.v3i3.12266Keywords:
Customer Satisfaction; Location; Service Quality.Abstract
This study examines the effect of service quality and location on customer satisfaction at Warkop Soteria Waroenk Soerabi & Kopi, a micro food-and-beverage business in Satria Mekar, Bekasi Regency, whose revenue declined amid rising local competition and recurring complaints about slow service and limited parking. Using a quantitative survey method, data were gathered from 100 respondents selected through purposive sampling and analyzed with multiple linear regression in SPSS 25. The results show that service quality and location each have a positive and significant partial effect on customer satisfaction, with t-values of 6.049 and 3.383 respectively (both sig. < 0.05), and that the two variables also have a significant simultaneous effect, indicated by an F-value of 213.775 (sig. 0.000). The regression equation obtained is Y = 2.553 + 0.484X1 + 0.326X2, and the Adjusted R Square of 0.811 indicates that service quality and location jointly explain 81.1 percent of the variation in customer satisfaction, while the remaining 18.9 percent is explained by other factors outside this study, such as price and word of mouth. These findings imply that traditional coffee-shop businesses need to maintain responsive, honest, and reliable service while continuously improving site-related aspects such as parking availability and lighting to sustain customer satisfaction and loyalty.
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