Peran Diferensiasi Produk dan Dining Service Quality Dalam Meningkatkan Kepuasan Konsumen
Abstract
In the culinary industry, consumer satisfaction can be achieved if the company is able to provide products, especially in the form of different foods or have product differentiation and quality services, especially by using the dining service quality (dineserv) approach. The purpose of this study was to determine the effect of product differentiation and dineserv on customer satisfaction. This research was conducted at Clear Café Ubud with a population of 41.857 visitors and a sample of 100 people using accidental sampling technique. Primary data collection was carried out using a questionnaire and a measurement scale using a Likert scale with five answer choices. To get answers to the proposed hypothesis, multiple linear regression analysis techniques are used. Based on the results of the analysis that has been done, it can be concluded (1) product differentiation has a positive and significant effect on customer satisfaction and (2) Dineserv has a positive and insignificant effect on consumer satisfaction at Clear Café Ubud.
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