Analisis Kualitas Pelayanan Food And Beverage Service Terhadap Kepuasan Tamu di Max – Max Bogor Café & Resto

Abstract

This study aims to analyze the effect of service quality on customer satisfaction at MAX-MAX Bogor Café & Resto. The research method used is a quantitative approach with an associative type and simple linear regression analysis technique. The population consists of all customers who have visited the café, with a sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using validity, reliability, and hypothesis testing with SPSS. The results show that service quality has a positive and significant effect on customer satisfaction, with a significance value of 0.000 < 0.05. The coefficient of determination (R²) is 0.567, indicating that service quality contributes 56.7% to customer satisfaction, while the remaining 43.3% is influenced by other factors outside the study. Overall, service quality is considered high, but customer satisfaction is not yet fully optimal. In conclusion, service quality plays a crucial role in enhancing customer satisfaction. Therefore, it is recommended that management improve service responsiveness, staff coordination, and service consistency to enhance customer experience and long-term loyalty.

Keywords: service quality, customer satisfaction, SERVQUAL, restaurant, linear regression