THE EFFECT OF SERVICE QUALITY ON STUDENT CONSUMER SATISFACTION IN CANTEEN A'a
Keywords:
Service Quality, Customer Satisfaction, Students, Campus Canteen, Customer LoyaltyAbstract
Consumer satisfaction is one of the indicators of the success of a business in retaining customers and increasing competitiveness. In a university environment, campus canteens not only function as providers of student consumption needs, but are also required to provide quality services to meet consumer expectations. This study aims to analyze the influence of service quality on student consumer satisfaction in the A'a Canteen. The research uses a quantitative approach with a survey method. Data was collected through the distribution of questionnaires to students who had made purchases at the A'a Canteen. The service quality variables were measured based on the dimensions of physical evidence, reliability, responsiveness, assurance, and empathy, while the consumer satisfaction variables were measured through the level of suitability of expectations, interest in repurchases, and willingness to provide recommendations. Data analysis was carried out using simple linear regression to find out the relationship between the two variables. The results of the study show that the quality of service has a positive and significant effect on student consumer satisfaction. These findings indicate that improving service quality is able to increase the level of consumer satisfaction, which can ultimately encourage customer loyalty and strengthen the competitive position of the canteen business in the campus environment. Therefore, canteen managers need to continue to improve the quality of service as a strategy to create a better consumption experience for students
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