Analysis of the Effect of Taste, Service Quality, and Electronic Word of Mouth (E-WOM) on Consumer Satisfaction at Pesenkopi Café Jombang

Abstract

Consumer satisfaction has become one of the most important indicators of business sustainability. This study aims to analyze the influence of taste, service quality, and electronic word-of-mouth (E-WOM) on consumer satisfaction at Pesenkopi Café Jombang. The rapid growth of the café industry in Indonesia has made consumer satisfaction a crucial factor for business survival. Several factors-including taste, service quality, and E-WOM influence consumer satisfaction. This study employs a quantitative approach with a causal-associative research design. The sample consists of 100 respondents selected via purposive sampling, based on the criterion that they had previously purchased and consumed products at Pesenkopi Café Jombang. Data were collected through questionnaires and subsequently analyzed using multiple regression with SPSS 26. The results indicate that taste, service quality, and E-WOM all have a positive and significant influence on consumer satisfaction. The analysis reveals that 65.6% of the variance in consumer satisfaction is explained by the variables of taste, service quality, and E-WOM, demonstrating that these factors possess substantial explanatory power. These findings suggest that enhancing service quality, maintaining product taste consistency, and effectively managing electronic word-of-mouth are key to increasing consumer satisfaction at Pesenkopi Café Jombang.