The Influence of Product Quality and Service Quality on Consumer Satisfaction
Abstract
The culinary industry is one of the fastest-growing sectors in Indonesia and plays an important role in supporting the development of the creative economy. One traditional culinary product that remains popular is green banana. However, the rise of modern food trends and increasingly intense competition in the culinary business requires traditional food entrepreneurs to continuously innovate in order to maintain their existence. Mamayu Pisang Ijo is one of the home-based culinary businesses that focuses on product quality and service quality as its main strategies to enhance customer satisfaction and maintain customer loyalty. This study aims to determine the influence of product quality and service quality on customer satisfaction at Mamayu Pisang Ijo. The research employed a quantitative approach with a survey method. A total sample of 176 respondents was obtained using the Slovin formula, and data were collected through an online questionnaire using a Likert scale. Data analysis was conducted using SPSS through validity tests, reliability tests, multiple linear regression, t-tests, F-tests, and coefficient of determination analysis. The results show that product quality and service quality simultaneously have a significant effect on customer satisfaction, with an F-value of 120.842, which is higher than the F-table value of 2.27. In addition, the Adjusted R² value of 0.583 indicates that 58.3% of the variation in customer satisfaction can be explained by the two variables. These findings suggest that improving product and service quality is essential to maintaining customer satisfaction, suggesting that businesses like Mamayu Pisang Ijo must continue to improve the quality offered to remain competitive in the culinary industry. Moreover, this research serves as a reference for traditional culinary businesses in designing marketing strategies based on product and service quality to increase competitiveness. This study also contributes to the academic literature on consumer behavior in traditional culinary industries amid modern competition.
Downloads
References
D. Kharisma, S. Simatupang, and H. Hutagalung, “Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada UD. Restu Mulia Pandan,” Revenue Lentera Bisnis Manaj., vol. 2, no. 01, pp. 21–25, 2024, doi: 10.59422/lbm.v2i01.162.
A. A. Zaid, “Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi pada Konsumen ‘Warung Bek Mu 2’ banjaranyar Paciran Lamongan),” Pemasar. Jasa, vol. 1, no. 1, p. 15, 2022, doi: 10.55352.
E. G. Asti and E. A. Ayuningstya, “Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen,” EKOMABIS J. Ekon. Manaj. Bisnis, vol. 1, no. 01, pp. 1–14, 2020, doi: 10.37366/ekomabis.v1i01.2.
N. B. Setiansyah, R. D. Praha, S. Razak, J. Bramantyo, N. Y. Ismayanti, and T. Institute, “Infograsis Data Statistik Indikator Makro Pariwisata & Ekonomi Kreatif,” p. 49, 2020.
A. Azhar, “Banyak Tempat Wisata dan Kuliner, Ini Provinsi yang Jadi Tuuan Favorit Wisatawan di Indonesia,” 2024.
S. Z. Anwar, “Pengaruh Citra Merek dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Manasta Catering,” 2024.
N. A. Hamdani, R. Setiawan, and M. Soni, “Proceedings Book of International Conference on Association of Indonesian Entrepreneurship Study Programs 3 rd International Seminar on Entrepreneurship Sustainability The Role of Entrepreneurial Intention as a Mediating Variable in Enhancing Opportunity ,” 2025.
D. E. Sambo and U. I. Sunday, “Impact of Service Quality on Customer Satisfaction and Loyalty,” Manag. Dyn., vol. 24, no. 2, pp. 71–80, 2021, doi: 10.3126/md.v24i2.50041.
D. L. Jayanto, M. B. D. Saputro, and V. Djusmin, “Perancangan Desain Interface Pendaftaran Pasien Rawat Jalan Online Mobile Puskesmas Tanjunganom Kabupaten Nganjuk,” vol. 02, pp. 11–23, 2022.
D. R. Intan, L. N. Ginting, K. F. Purba, and R. S. Pirngadi, “Pengaruh Kualitas Layanan, Kualitas Produk Dan Atmosfir Toko Terhadap Kepuasan Dan Loyalitas Konsumen,” J. Bisnis Dan Kewirausahaan, vol. 20, no. 1, pp. 7–15, 2024, doi: 10.31940/jbk.v20i1.7-15.
B. Teressa, J. I. Lukito, A. Aprilia, and F. Andrean, “Pengaruh Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasan Konsumen Dan Minat Beli Ulang Di Wizz Drive Thru Gelato Surabaya,” J. Manaj. Pemasar., vol. 18, no. 1, pp. 1–14, 2024, doi: 10.9744/pemasaran.18.1.1-14.
S. Juniarti, L. Zuraida, and S. U. Wikaningstya, “Pengaruh Kualitas Produk, Harga, Lokasi, Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening (Pada Bento Kopi),” J. Ris. Akunt. dan Bisnis Indones., vol. 2, no. 2, pp. 366–381, 2022, doi: 10.32477/jrabi.v2i2.472.
K. P. Setiadi and L. A. Manafe, “Penerapan Kualitas Pelayanan Dalam Meningkatkan Kepuasan Konsumen Pada PT Etos Suryanusa,” Kalianda Halok Gagas, vol. 4, no. 1, pp. 22–33, 2021, doi: 10.52655/khg.v4i1.7.
D. R. G. Palelu, W. J. F. A. Tumbuan, and R. J. Jorie, “Pengaruh Persepsi Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Kamsia Boba Di Kota Lawang,” Emba, vol. 10, no. 1, pp. 68–77, 2022.
I. Gunawan, “Customer Loyalty: The Effect Customer Satisfaction, Experiential Marketing and Product Quality,” Exp. Mark. Prod. Qual. KINERJA J. Manaj. Organ. dan Ind., vol. 1, no. 1, pp. 35–42, 2022. 1156-Article Text-7409-1-2-20251126
F. K. Marpaung, M. W. A. S, A. Sofira, and S. Aloyna, “Pengaruh Harga, Promosi, dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen INDOMIE pada PT. Alamjaya Wirasentosa Kabanjahe,” J. Manaj., vol. 7, no. 1, p. ISSN, 2021.
S. A. S. Wowling, M. Yusuf, S. Gampu, J. Sahala, and F. Latuni, “Product Quality and Pricing Influence on the Brand Reputation of Loco Coffee Fast Food Products,” J. Darma Agung, vol. 30, no. 2, pp. 541–548, 2024.
Sugiyono, “Bab III Metode Penelitian 3.1. 41-52,” 2022.
U. Sekaran and Bougie, “Research Methods for business,” Acad. J. BangkokThonburi Univ., vol. 2, no. 2, pp. 203–204, 2016.
S. A. Jannah and K. A. Hayuningtias, “Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Pada Loyalitas Pelanggan,” Jesya, vol. 7, no. 1, pp. 489–500, 2024, doi: 10.36778/jesya.v7i1.1421.
R. A. Rizaldi, “Pengaruh Kepercayaan Dan Kualitas Layanan Terhadap Kepuasan Pelanggan ( Studi Empiris Pada Warung Makan Indomie ),” 2021.
Kasinem, “Pengaruh Kepercayaan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Hotel Bukit Serelo Lahat,” J. Media Wahana Ekon., vol. 17, no. 4, p. 329, 2020, doi: 10.31851/jmwe.v17i4.5096.
G. A. F. Maulani, N. A. Hamdani, S. Nugraha, and T. M. S. Mubarok, “Entrepreneurial Culture and Organizational Climate in the Barbers Village, Garut, Indonesia,” vol. 151, no. Icmae, pp. 229–232, 2020, doi: 10.2991/aebmr.k.200915.053.
A. Dahlena, M. Soni, N. A. Hamdani, and S. M. Andriani, “Improving MSME HR Competence through Performance Management Training and Effective Recruitment,” vol. 6, pp. 8–14, 2025.
