Pengaruh Kualitas Pelayanan dan Variasi Produk terhadap Kepuasan Konsumen pada Usaha Kue di Medan (Studi Kasus pada Ulfakue Medan)

Zafira Anggreni; Amrin Mulia Utama Nasution

doi:10.31004/riggs.v5i2.11554

Authors

Zafira Anggreni Universitas Medan Area
Amrin Mulia Utama Nasution Universitas Medan Area

DOI:

https://doi.org/10.31004/riggs.v5i2.11554

Keywords:

Service Quality, Product Variety, Customer Satisfaction

Abstract

This study aims to determine the effect of service quality and product variety on customer satisfaction at Ulfakue Medan. The research method used is a quantitative method with an associative approach. The sampling technique applied was non-probability sampling using purposive sampling. The population in this study consisted of all customers who had purchased products from Ulfakue Medan, with a total sample of 97 respondents. Data were analyzed using descriptive statistical analysis and multiple linear regression analysis with the assistance of SPSS software. The research findings are as follows: (1) Based on the partial test (t-test), the service quality variable (X1) obtained a t-value of 5.226, which is greater than the t-table value of 1.661, with a significance value of < 0.05. Thus, H1 is accepted, indicating that service quality has a positive and significant effect on customer satisfaction at Ulfakue Medan. The product variety variable (X2) obtained a t-value of 3.764, which is greater than the t-table value of 1.661, with a significance value of < 0.05. Therefore, H2 is accepted, indicating that product variety has a positive and significant effect on customer satisfaction. (2) Based on the simultaneous test (F-test), the F-value obtained was 86.147, which is greater than the F-table value of 3.09, with a significance value of < 0.05. This indicates that service quality and product variety simultaneously have a positive and significant effect on customer satisfaction at Ulfakue Medan. (3) Based on the coefficient of determination (R²) test, the Adjusted R Square value was 0.639, indicating that 63.9% of the variation in customer satisfaction can be explained by service quality and product variety, while the remaining 36.1% is explained by other factors not examined in this study.

Downloads

Download data is not yet available.

References

1. Agustini, F., Amanah, D., & Harahap, D. A. (2023). Analisis Kepuasan Konsumen Terhadap Layanan Dan Produk Beberapa Umkm Di Kota Medan. Niagawan, 12(2), 96. Https://Doi.Org/10.24114/Niaga.V12i2.46917

2. Anisa, D., & Dipayanti, K. (2024). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Konsumen Pada Indomaret Leuwidamar Kilometer 20 Lebak Banten. Jurnal Ilmiah Swara Manajemen (Swara Mahasiswa Manajemen), 4(1), 187–198. Https://Doi.Org/10.32493/Jism.V4i1.38273

3. Aprita Nur Maharani, R., & Ali Alam, I. (2022). Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen Selama Pandemi Covid-19 Pada Kebab Salahuddin. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(4), 235–242. Https://Doi.Org/10.54443/Sibatik.V1i4.22

4. Chayatul Jannah, & Alhazami, L. (2022). Pengaruh Kualitas Pelayanan, Persepsi Harga, Cita Rasa Dan Variasi Produk Terhadap Kepuasan Konsumen Cv. Sumber Garuda Mas. Jurnal Riset Rumpun Ilmu Ekonomi, 1(2), 029–045. Https://Doi.Org/10.55606/Jurrie.V1i2.361

5. Devipriya, N., & Kumar, K. R. (2025). A Study Impact Of Product Variety On Customer Satisfaction At Saravana Selvarathinam. 2560–2563.

6. Fadhilah, M., Ilham, R., & Syamlan, A. F. (2025). Pengaruh Kualitas Pelayanan , Variasi Produk , Dan Fasilitas Terhadap Kepuasan Konsumen Pada Toko D ’ Twins Di Gresik Kota Baru. 18(1), 201–206.

7. Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan SPSS. In Semarang: Badan Penerbit UNDIP (Vol. 40).

8. Gulo, M., Zai, K. S., & Kristiani Lase, N. (2022). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di CV. Golden Mart Kota Gunungsitoli. Jurnal EMBA, 10(4), 1290–1298.

9. Jayanti, L., Zulaikah, & Susanti, Y. (2025). Effect Of Customer Experience, Product Variation And Customer Satisfaction On Customer Loyalty In Islamic Business Perspective (Study On Customer Of PT. Pegadaian CP Tanjung Karang Center). Neo Journal Of Economy And Social Humanities, 4(2), 287–310. Https://Doi.Org/10.56403/Nejesh.V4i2.299

10. Juwanto. (2020). Pengaruh Kualitas Pelayanan, Kualitas Produk, Dan Harga Terhadap Kepuasan Konsumen Rumah Makan Rahayu Demak.

11. Kalsum, U., & Usuli, S. (2021). Pengaruh Variasi Produk Dan Iklan Terhadap Keputusan Pembelian Pada Minuman Boba Brown Sugar Gar_Fresh. Jurnal EKOMEN, 21(1), 58–68.

12. Kotler, P., & Keller, K. L. (2016). Merketing Management. In Boletin Cultural E Informativo - Consejo General De Colegios Medicos De España (Vol. 22).

13. Lumempow, R. K., Worang, F. G., & Gunawan, E. (2023). Pengaruh Kualitas Pelayanan, Fasilitas Dan Harga Terhadap Kepuasan Konsumen Pada Swiss Bel Hotel Maleosan Manado. Jurnal EMBA, 11(1), 1–11.

14. M. Fiqih Syahputra G., Ritonga, H. M., & Lubis, H. (2022). The Influence Of Product Quality, Price And Service Quality On Consumer Satisfaction (Coffeetree Case Study In Medan). International Journal Of Economic, Technology And Social Sciences (Injects), 3(2), 199–204. Https://Doi.Org/10.53695/Injects.V3i2.740

15. Maichael. (2018). Pengaruh Variasi Produk Dan Kualitas Layanan. Jurnal Manajemen Dan Start-Up Bisnis Volume 2,No 6,Februari 2018, 2(6). Https://Doi.Org/10.59581/Jap-Widyakarya.V1i1.330

16. Muqodasih, L. D., & Indriastuti, A. (2024). Peran Kualitas Pelayanan, Kepercayaan Dan Kemudahan Penggunaan Terhadap Kepuasan Konsumen Shopee. Jurnal Capital: Kebijakan Ekonomi, Manajemen Dan Akuntansi, 5(2), 41–52. Https://Doi.Org/10.33747/Capital.V5i2.195

17. Muthiah, M., & Mariah, M. (2025). Pengaruh Variasi Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Jazzmyn Natural. Journal Of Development Economics And Digitalization, Tourism Economics, 2(1), 143–158. Https://Doi.Org/10.70248/Jdedte.V2i1.2006

18. Nabila Aisyatur Rahmah, & Muhammad Alhada Faudilah Habib. (2024). Pengaruh Kualitas Pelayanan, Persepsi Harga Dan Cita Rasa Terhadap Kepuasan Konsumen Jus Buah Segar & Sup Buah Sendy. Maslahah: Jurnal Manajemen Dan Ekonomi Syariah, 2(2), 286–298. Https://Doi.Org/10.59059/Maslahah.V2i2.1097

19. Nengsih, M. (2025). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Mie Gacoan Pada Mahasiswa Fakultas Ekonomi Universitas Muhammadiyah Sumatera Barat.

20. Ningsih, S., & Dukalang, H. H. (2019). Penerapan Metode Suksesif Interval Pada Analsis Regresi Linier Berganda. Jambura Journal Of Mathematics, 1(1), 43–53. Https://Doi.Org/10.34312/Jjom.V1i1.1742

21. Nizwar, Tousalwa, C. C., & Waelauruw, A. T. (2024). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pengguna Jasa Penyeberangan Rute Waipirit-Hunimua. Jurnal Administrasi Terapan, 3(1), 147–158.

22. Oktaviani, A., & Septiani, S. (2023). Pengaruh Kualitas Pelayanan Dan Varian Produk Terhadap Loyalitaspelanggan Toko Kelontong. SANTRI : Jurnal Ekonomi Dan Keuangan Islam, 1(5), 32–43.

23. Pane, S. A., Syahreza, D. S., Yumni, R., & Simanjuntak, S. (2024). Analysis Of The Influence Of Product Innovation , Product Price , And Product Quality On Consumer Purchasing Decisions For Medan Pancing Mie Gacoan. 3(3), 135–145.

24. Pratiwi, N. D., & Fadhli, K. (2021). Pengaruh Digital Marketing, Kualitas Produk, Dan Emosional Terhadap Kepuasan Konsumen Poskopi Zio Jombang. Jurnal Inovasi Penelitian, 2(2), 603–612.

25. Roynaldus A. K. Agung, Antonius Philipus Kurniawan, & Paulus Juru. (2023). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan PT. Borwita Citra Prima Maumere. Jurnal Projemen UNIPA, 9(2), 18–31. Https://Doi.Org/10.59603/Projemen.V9i2.42

26. Saputra, M. R., Widiyanti, M., Shihab, M. S., & Maulana, A. (2024). THE Influence Of Service Quality , Price Perception , And Product Quality From Pt Kereta Api Indonesia ( Persero ) On Customer Satisfaction At Pt Bukit Asam , Tbk. 4(10), 1–6.

27. Silitonga, A. Y., & Saputra, D. H. (2025). Jurnal Mirai Management Pengaruh Variasi Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Cafe Hay’s Kuphi Corner Di Lubuk Pakam. Jurnal Mirai Management, 10(1), 273–281.

28. Sisca, S., Wijaya, A., Chandra, E., & Mailoli, J. (2022). Pengaruh Variasi Produk Terhadap Kepuasan Konsumen Pada Lembaga Kursus Dan Pelatihan (LKP) Family: Harga Sebagai Pemoderasi. Maker: Jurnal Manajemen, 8(1), 101–108. Https://Doi.Org/10.37403/Mjm.V8i1.466

29. Studies, S., Lazuardi, S., Wahjoedi, T., Rahardjo, K. A., Nugroho, D., Tinggi, S., Ekonomi, I., & Surabaya, M. (2025). Product Variety On Customer Satisfaction: The Mediating And Moderating Role Of Price Perception And Service Quality. 5(2), 859–869.

30. Sugiyono. (2019). Metodologi Penelitian Kuantitatif, Kualitatif Dan R & D.

31. Syafikah, N. N., & Asnawi, N. (2024). The Influence Of Brand Image And Service Quality On Customer Loyalty With Customer Satisfaction As A Mediation Variable. American Journal Of Economic And Management Business (AJEMB), 3(7), 163–173. Https://Doi.Org/10.58631/Ajemb.V3i7.91

32. Titissari, A. (2017). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Pt. Pos Indonesia (Persero) Kediri.

33. Tjiptono, F. (2019). STRATEGI PEMASARAN: Prinsip & Penerapan (Edisi Ke 1). Andi.

34. Widianto, A., Samsuri, A., & Hariyanti, S. (2023). Strategi Variasi Produk Dalam Mengembangkan Usaha Kedai Kopi. Istithmar : Jurnal Studi Ekonomi Syariah, 7(1), 69–83.