THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT LORD COFFEE SIMPANG TIGA JOMBANG

The aim of this research is to test the significance of the impact of service quality on customer satisfaction at Lord Coffee Simpang Tiga Jombang. The target population for this study consists of 50 customers or buyers who visit the Lord Coffee Simpang Tiga Jombang coffee shop. The sampling technique used is Incidental Random Sampling. The data collection method in this study uses a service quality scale and a customer satisfaction scale. The hypothesis test was conducted using Pearson Product Moment. The analysis results from Pearson Product Moment between the service quality variable and the customer satisfaction variable yielded a correlation coefficient of r xy = 0.414 with p = 0.003 (p < 0.05), meaning there is a significant positive correlation between service quality and customer satisfaction. This also means that there is an influence of service quality on customer satisfaction; the higher the quality of service provided, the higher the level of customer satisfaction will be. So the hypothesis in this research is accepted.