Pengaruh Diferensiasi Produk Dan Service Quality Terhadap Customer Satisfaction Pada Usaha Kuliner Warung Bu Angga (WBA) Sepang Di Badung

Abstract

Customer satisfaction is the key to the success of a business where customer satisfaction will occur if product differentiation and service quality are provided in accordance with customer expectations. This study aims to determine the effect of product differentiation and service quality on customer satisfaction at the culinary business of Warung Bu Angga (WBA) Sepang in Badung. The respondents who were taken were 96 customers of Warung Bu Angga (WBA) Sepang in Badung. The data analysis technique used is Multiple Linear Regression Analysis. Based on the analysis results show that: 1) product differentiation has a positive and significant effect on customer satisfaction at the culinary business of Warung Bu Angga (WBA) Sepang in Badung; 2) service quality has a positive and significant effect on customer satisfaction at the culinary business of Warung Bu Angga (WBA) Sepang in Badung; 3) product differentiation and service quality have a positive and significant effect on customer satisfaction at the culinary business of Warung Bu Angga (WBA) Sepang in Badung. Suggestions that can be given are, Warung Bu Angga (WBA) Sepang in Badung is expected to pay more attention to the appearance of the menu served, increase the number of employees, routinely monitor and train employees in processing food and beverages and always use fresh and natural ingredients to prepare food and drink. can improve the quality of the taste of the product.