Kepuasan Pelanggan Pada Kedai Kopi Aceh di Kota Palembang

Abstract

In the city of Palembang there are many coffee shops from the Nangroe Aceh Darussalam area known as kedai kopi Aceh or Kopi Gayo. With its uniqueness, namely the quality of coffee beans, how to brew coffee, taste and friendliness of barista communication, Aceh coffee shops dare to compete with local Palembang coffee shops even with national and international branded coffee shops. The purpose of this study was to measure the performance of kedai kopi Aceh in the city of Palembang based on customer satisfaction. Customer satisfaction is measured based on service quality using physical evidence, reliability, responsiveness, assurance, and empathy variables. The data collection technique used is a survey. The sampling technique used purposive sampling with the number of respondents as many as 97 people. Multiple regression analysis was used to examine the effect of five service quality variables on customer satisfaction. The results showed that all variables of the service quality (Includes: physical evidence, reliability, responsiveness, assurance, and empathy) of kedai kopi Aceh coffee shops had a positive and significant effect on customer satisfaction. Although the customers of kedai kopi Aceh in Palembang are satisfied with the quality of service provided by kedai kopi Aceh, it is very necessary to improve the quality of the existing physical facilities as well as interior and exterior decorations, considering that competition between coffee providers (Coffee shop) in Palembang does not only rely on the taste of the coffee but also on the facilities, in-store atmosphere and entertainment to satisfy customers.