Customer Satisfaction Study Reviewed from Product Variety and Buying Interest that Impact Loyalty at Maroeti Cafe in the of Jakarta

Erlita Kurniawaty

doi:10.55927/fjst.v4i7.167

Authors

Erlita Kurniawaty Universitas Pamulang

DOI:

https://doi.org/10.55927/fjst.v4i7.167

Keywords:

Product Variety, Buying Interest, Customer Satisfaction and Loyalty

Abstract

This study aims to analyze the influence of product variations and consumer buying interest on customer satisfaction and their impact on customer loyalty at Maroeti Cafe in Jakarta. Using a quantitative descriptive method with simple random sampling, 79 respondents were selected from a population of 383. The t-test results show that both product variations and buying interest have a positive and significant effect on satisfaction and loyalty (p < 0.050). The F-test also confirms that product variations and buying interest simultaneously influence satisfaction (F = 15.961) and satisfaction significantly affects loyalty (F = 11.722). These findings highlight that product diversity and consumer interest are key drivers of customer satisfaction, which in turn fosters loyalty among cafe customers.

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