Determinan of Customer Satisfaction In A Coffee Shop

Abstract

This examines goals to analyze the effect of digital marketing and product quality on consumer satisfaction at the coffee shop Kopi Tuh. This research is a descriptive-causal study. Samples had been taken from as many as 96 respondents who are KopiTuh customers who are in the Tangerang city region with a non-probability sampling approach. The data collection technique became received from distributing questionnaires. statistics processing is assisted through the package For Social Science (SPSS) version 26 as an assessment. The effects of this observation suggest that digital marketing variables have a positive and insignificant effect on customer satisfaction, product quality has a positive and significant impact on customer satisfaction, and digital advertising and product quality simultaneously have a positive and significant effect on consumer satisfaction. on this examination, it shows that the contribution of the independent variable digital marketing and product quality in explaining the based variable of customer satisfaction is 69.10%. while the ultimate 30.90% is defined by other variables not used in this examination which would possibly affect customer satisfaction.