Pengaruh Kualitas Pelayanan dan Lokasi Terhadap Kepuasan Konsumen Pada CV Astro Puteri Berri Cabang Kadungora Kabupaten Garut
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Lokasi,
Kepuasan Konsumen,
Restoran
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Abstract
Persaingan bisnis kuliner lokal yang semakin kompetitif menuntut pelaku usaha untuk mengelola kualitas pelayanan dan lokasi secara strategis guna membentuk kepuasan konsumen yang berkelanjutan. Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan (X₁) dan lokasi (X₂) terhadap kepuasan konsumen (Y) pada CV Astro Puteri Berri Cabang Kadungora, Kabupaten Garut. Pendekatan yang digunakan adalah kuantitatif dengan desain verifikatif, melibatkan 100 responden yang dipilih secara purposive, dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa baik kualitas pelayanan maupun lokasi berpengaruh signifikan terhadap kepuasan konsumen, dengan kualitas pelayanan sebagai variabel yang paling dominan (β = 0,727 dan p < 0,001) dibandingkan lokasi (β = 0,236 dan p = 0,010). Temuan ini menegaskan bahwa peningkatan kualitas interaksi layanan dan penyempurnaan aspek aksesibilitas lokasi perlu menjadi prioritas manajerial dalam strategi pengelolaan usaha jasa lokal.
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