PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO KUE GYUKA.ID DI KABUPATEN JENEPONTO

Inayah Damayanti. 2025. The Influence of Product Quality and Service Quality on Customer Satisfaction at Gyuka.ID Cake Shop in Jeneponto District, supervised by Shandra Bahasoan and Nurani.
This study aims to analyze (1) the influence of product quality and service quality on customer satisfaction at Gyuka.ID Cake Shop in Jeneponto District, and (2) the dominant variable influencing customer satisfaction at Gyuka.ID Cake Shop in Jeneponto District.
The study employed a quantitative approach, collecting data through questionnaires distributed to 100 respondents, who are customers of Gyuka.ID Cake Shop. Data analysis was conducted using multiple regression analysis with the aid of SPSS software to examine the influence of independent variables (product quality and service quality) on the dependent variable (customer satisfaction).
The research findings indicate that (1) Product quality and service quality have a positive and significant influence on customer satisfaction. This suggests that the better the product quality and service provided, the higher the level of customer satisfaction. (2) Service quality has a more dominant influence than product quality in enhancing customer satisfaction.