Analisis Pengaruh Atribut Kemasan Produk Kopi Aceh Terhadap Kepuasan Konsumen Di Dhapu Khupi Banda Aceh

Abstract

Coffee products are very diverse and range of the brand In Indonesia. One of the largest coffee producer is Aceh. Aceh coffee has become Indonesia top-seeded production and quality excellence. The famous coffe shop in Aceh is the Dhapu Kupi coffee shop. This research was conducted to analyze the product attributes that include brand products covering packaging, price, design, assurance, quality, service and partially influence to Dhapu Kupi customer satisfaction. The data used are the primary data obtained from the questionnaire results processed by multiple linear regression analysis tool by using the IBM SPSS (Statistical Product and Service Solution) Version 20. The research results show the brand products, assurance and service variables influence significantly to the customer satisfaction. Other variables of packaging, price design and quality do not influence significantly to customer satisfaction Dhapu Kupi coffee shop.