The Influence of Product Quality on Customer Satisfaction at Arabella Bakery Bangkinang

Abstract

The bakery business sector faces increasingly intense competition, requiring business actors to consistently maintain and improve product quality in order to enhance customer satisfaction. This study aims to analyze the effect of product quality on customer satisfaction at Arabella Bakery Bangkinang. The research employs a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to customers of Arabella Bakery Bangkinang, selected using a purposive sampling technique. The collected data were analyzed using validity and reliability tests, simple linear regression analysis, coefficient of determination, and hypothesis testing. The results indicate that product quality has a positive and significant effect on customer satisfaction at Arabella Bakery Bangkinang. These findings suggest that improving product quality contributes directly to higher levels of customer satisfaction. This study is expected to provide practical insights for the management of Arabella Bakery Bangkinang in formulating strategies to enhance product quality and maintain customer satisfaction.