Analisis Kualitas Pelayanan dan Harga terhadap Kepuasan Konsumen Generasi-Z pada Gerai Usaha Es Teh Kekinian

Abstract

Abstract is the brief representation of the whole article which contains the context of the problem (background), Consumers do not only consider product taste but also pay attention to the quality of service provided and the suitability between price and the benefits they receive. Therefore, the ability of a business outlet to provide excellent service and establish appropriate pricing strategies becomes an important factor in determining consumer satisfaction. This study aims to analyze the influence of service quality and price on Generation-Z consumer satisfaction at Es Teh Solo Outlet in Central Jakarta. This study employed a quantitative approach using multiple linear regression analysis. Data collection was conducted through the distribution of closed-ended questionnaires to 100 respondents who were Generation-Z consumers of Es Teh Solo Outlet in Central Jakarta. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, partial significance tests (t-test), simultaneous significance tests (F-test), and coefficient of determination analysis. The results of the study indicate that service quality has a positive and significant effect on consumer satisfaction, as evidenced by a significance value of 0.001 < 0.05 and a Beta coefficient value of 0.335. This finding shows that improvements in service quality, such as employee friendliness, service speed, and convenience during the purchasing process, can increase consumer satisfaction. Furthermore, price also has a positive and significant effect on consumer satisfaction, with a significance value of 0.000 < 0.05 and a Beta coefficient value of 0.414. These results indicate that price affordability, price suitability with product quality, and the benefits perceived by consumers are important factors in shaping customer satisfaction. Simultaneously, service quality and price have a positive and significant effect on consumer satisfaction, with an F-test significance value of 0.000 < 0.05. Based on these findings, it can be concluded that service quality and price play important roles in increasing Generation-Z consumer satisfaction at Es Teh Solo Outlet in Central Jakarta. Therefore, Es Teh Solo Outlet needs to maintain competitive pricing strategies and continuously improve service quality to meet consumer expectations and build customer loyalty.