EFFECT OF PRODUCT QUALITY ON CUSTOMER SATISFACTION IN KOPI GOWO LIPPO KARAWACI, TANGERANG SELATAN

Abstract

Abstract-This study aims to see the magnitude of the influence of product quality on customer satisfaction at Kopi Gowo Lippo Karawaci, South Tangerang. With the development of people's lifestyles, the marketing orientation changes. In addition, the development of the coffee business in South Tangerang causes a company to improve product quality in order to increase customer satisfaction. Researchers used descriptive quantitative analysis method, with the number of respondents 97 consumers customers at Kopi Gowo Lippo Karawaci, South Tangerang. The result of this research is the simple linear regression coefficient of product quality (X) of 0.301 is positive. This means that if the regression coefficient increases by 1, customer satisfaction (Y) will increase by 30.1%. The coefficient of determination obtained is 0.330 or 33.0%. This value proves that product quality has a 33.0% contribution to customer satisfaction at Kopi Gowo Lippo Karawaci, South Tangerang.   Keywords: Product Quality and Customer Satisfaction