The Effect of Product Taste Image and Service Quality on Customer Satisfaction on Sukabumi Cakra Beda Piscok Business

Abstract

The phenomenon that occurs in chocolate bananas that are visited by many customers every day with a relatively increasing level of sales every day is one of the interesting things to study. The increase in the number of customers and sales of products at the piscok business is allegedly due to customer satisfaction. Furthermore, researchers suspect that customer satisfaction is influenced by the image of taste and service quality, so researchers decided to conduct research. The research method used in this study is the causality method, which is a research method that aims to measure the strength of influence between two or more variables, also shows the direction of influence between the independent variable and the dependent variable (questioning cause-effect)

The image of taste has a positive effect on customer satisfaction as the results of the t test analysis show that the taste image variable is 4.695, while the table with DF (Degree of Freedom) = 97 and the probability value of 0.05 is 1.66071, thus Ha1 Hypothesis is accepted. Service quality has a positive effect on customer satisfaction as the t test results show the service quality variable is 6.597, while the table with DF (Degree of Freedom) = 97 and the probability value of 0.05 is 1.66071, thus the Ha2 Hypothesis is accepted. Based on simultaneous hypothesis testing, it shows that the image of taste and service quality variables have a significant effect on customer satisfaction. The amount of influence caused is indicated by the Beta value of 60.2%.