PENGARUH INOVASI PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA KEDAI KOPI HORDJA PEMATANG SIANTAR

Abstrak

The aims of this study were: 1. To find out the description of product innovation, service quality and customer satisfaction at the Kedai Kopi Hordja Pematang Siantar. 2. To determine the effect of product innovation and service quality on customer satisfaction at Kedai Kopi Hordja Pematang Siantar either simultaneously or partially. The research design used in this research is library research and field research. The population in this study were consumers from the Kedai Kopi Hordja Pematang Siantar, totaling 60 people and all of them were used as samples. The types of data used in this study are qualitative data and quantitative data. Sources of data used in this study are primary data and secondary data. Data collection was carried out using questionnaires, interviews and documentation. Test the research instrument used is the validity test and reliability test. Data analysis techniques used were normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of the study can be summarized as follows: 1. Product innovation and service quality are good and consumer satisfaction is satisfied. 2. There is a positive influence between product innovation and service quality on customer satisfaction either simultaneously or partially. 3. Product innovation and service quality have moderately high correlation with customer satisfaction. Satisfied or not customer satisfaction can be explained by product innovation and service quality. 4. The results of the hypothesis test stated that H0 is rejected, meaning that product innovation and service quality have a positive and significant effect on customer satisfaction at the Kedai Kopi Hordja Pematang Siantar both simultaneously and partially.