The Influence of Content Marketing and Influencer Marketing on Evangeline Perfume Purchasing Decisions in Palembang City

Dwi Prihatini; Addiarrahman Addiarrahman; Agusriandi Agusriandi

doi:10.63922/ijebir.v5i06.6142

Dwi Prihatini Sharia Economics Study Program, Sultan Thaha Saifuddin State Islamic University, Jambi
Addiarrahman Addiarrahman Sharia Economics Study Program, Sultan Thaha Saifuddin State Islamic University, Jambi
Agusriandi Agusriandi Sharia Economics Study Program, Sultan Thaha Saifuddin State Islamic University, Jambi

DOI: https://doi.org/10.63922/ijebir.v5i06.6142

Keywords: Customer Satisfaction, Product Quality, Service Quality

Abstract

This study aims to analyze the influence of product quality and service quality on customer satisfaction at Cafe D'Qaisar in Jambi City, both partially and simultaneously. The study employs a quantitative method with a descriptive approach. Data were collected through questionnaires distributed to Cafe D'Qaisar customers and subsequently analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests, simultaneous tests, and the coefficient of determination. The results indicate that product quality has a positive and significant effect on customer satisfaction, meaning that higher product quality leads to higher levels of customer satisfaction. Service quality also has a positive and significant effect on customer satisfaction; Thus, improved service enhances customer satisfaction. Furthermore, product quality and service quality collectively demonstrate a positive and significant relationship in boosting customer satisfaction. These findings suggest that enhancing product quality, supported by high-quality service, is a crucial factor in fostering customer satisfaction at Cafe D'Qaisar in Jambi City.

References

Apriliana, & Sukaris. (2022). Analisa Kualitas Layanan pada CV. Singoyudho Nusantara. Jurnal Maneksi. https://doi.org/https://doi.org/10.31959/jm.v11i2.1246
Bhagya, T. G. (2021). Analisis Faktor Kualitas Produk Yang Menentukan Kepuasan Konsumen (Studi Kasus di MT KPBS Pangalengan) Tombak. EKONAM: Jurnal Ekonomi, 03(1), 41–49.
Haryanti, N., & Baqi, D. A. (2019). Strategi Service Quality Sebagai Media Dalam Menciptakan Kepuasan Dan Loyalitas Pelanggan. Journal of Sharia Economics. https://doi.org/10.35896/jse.v1i2.72
Lestari, T., Karsiningsih, E., & Bahtera, N. I. (2023). Pengaruh Café Atmosphere dan Gaya Hidup terhadap Keputusan Pembelian Generasi Z pada Kedai Kopi di Kota Pangkalpinang. Jurnal Ekonomi Pertanian Dan Agribisnis (JEPA).
Linda. (2025). Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan di PT. Casuarina Harnessindo. https://doi.org/0.59806/tribisnis.v6i2.481
Maulana, A. S. (2016). Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan PT. TOI. Jurnal Ekonomi.
Pritami, S. A., & Surono. (2024). Pengaruh Kualitas Pelayanan, Kualitas Produk, dan Persepsi Harga terhadap Kepuasan Pelanggan. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi.
Rizqiawan, H., & Novianto, I. (2023). Persepsi pelanggan pada aspek atmosfer bisnis kafe di Surabaya. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA). https://doi.org/10.31955/mea.v7i1.2613
Sulistiyawati. (2021). Pengaruh Media Sosial, Lokasi, Store Atmosphere terhadap Niat Beli di Café. Jurnal Ilmu Manajemen.
Theodora, H., Hamdani, & Pantawis. (2019). Tinjauan Literatur tentang Kepuasan Pelanggan. SAINS: Jurnal Manajemen Dan Bisnis.