PENGARUH E-COMMERCE DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI CAFÉ CAK SUGA KOTA PROBOLINGGO

Abstract

This study aims to determine the effect of E-COMMERCE and Service Quality on Customer Satisfaction at Café Cak Suga partially. The research method used in this study is a quantitative research method using a sample of 100 consumers of cak suga. The independent variables in this study are E-COMMERCE and Service Quality, with customer satisfaction as the dependent variable. Sampling using incidental sampling technique. The data analysis method used in this research is the primary data method of questionnaire distribution. Data processing is done using SPSS computer software. The results of the validity test and reliability test show that r count > r table, and from the overall Cronbach Alpha value > 0.60 it is stated that all variables in the reliability research test are declared reliable. Based on the T-test, the results of the t-count 4.293 > t table 1.984, and sig value 0.000 <0.05, so H0 is accepted, and it is concluded that there is no effect of E-COMMERCE on Café Cak Suga's customer satisfaction and the t-count value is 5.933 > t table 1.984 , and the value of sig 0.000 <0.05, so H0 is rejected, and it is concluded that there is an effect of service quality on Cak Suga Café's customer satisfaction.