Bisnis kuliner merupakan suatu aktivitas pelayanan pemesanan makanan dan minuman untuk memenuhi kebutuhan setiap manusia. Usaha ini selalu ada di setiap sudut lokasi mulai dari yang kecil hingga yang besar dan mewah seperti Restoran, Cafe, Booth, Counter hingga Pedagang Kaki Lima (PKL). Pelanggan merupakan bagian penting bagi perkembangan bisnis kuliner yang harus selalu di puaskan. Hal penting untuk mewujudkan kepuasan pelanggan yaitu dengan kualitas produk yang diberikan sesuai dengan harapan pelanggan.
Tujuan penelitian ini adalah untuk mengetahui kepuasan pelanggan terhadap kualitas produk makanan Sop Bang Oya yang berada di PKL Kedungdoro Surabaya.
Penelitian ini menggunakan jenis penelitian deskriptif kuantitatif dan deskriptif kualitatif. Lokasi penelitian adalah Sop Bang Oya di jalan Kedungdoro No. 105, Surabaya, Jawa Timur. Populasi dalam penelitian ini adalah pelanggan Sop Bang Oya. Sampel dalam penelitian ini sebanyak 110 orang. Teknik pengumpulan data menggunakan angket terbuka dan tertutup. Analisis yang digunakan adalah analisis deskriptif kualitatif dan deskriptif kuantitatif berwujud angka dan kata – kata.
Hasil penelitian menunjukkan bahwa Kualitas produk Sop Bang Oya sudah memenuhi kriteria kepuasan pelanggan dilihat dari hasil penelitian menunjukkan bahwa kriteria kinerja terdapat 48 pelanggan puas dan 62 pelanggan sangat puas; kriteria fitur terdapat 31 pelanggan puas dan 79 pelanggan sangat puas; kriteria reliabilitas terdapat 43 pelanggan puas dan 67 pelanggan sangat puas; kriteria kesesuaian terdapat 28 pelanggan puas dan 82 pelanggan sangat puas; kriteria daya tahan terdapat 70 pelanggan puas dan 38 pelanggan sangat puas; kriteria pelayanan terdapat 50 pelanggan puas dan 57 pelanggan sangat puas; kriteria estetika terdapat 44 pelanggan puas dan 66 pelanggan sangat puas; kriteria kesan kualitas terdapat 37 pelanggan puas dan 70 pelanggan sangat puas. Hasil penelitian tersebut menunjukkan bahwa pelanggan Sop Bang Oya merasa puas dengan capaian skor rata – rata 84 (76%). Angka tersebut berada pada rentang 61% - 80% yang tergolong puas. Sehingga pelanggan Sop Bang Oya puas dengan kualitas produk yang diberikan. Kualitas produk menunjukkan pengaruh secara persial terhadap kepuasan pelanggan, besar pengaruhnya diketahui dengan t hitung (2.122) > t tabel (1.982). maka H0 di tolak dan H1 diterima, artinya secara persial kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan Sop Bang Oya di PKL Kedungdoro Surabaya.
Kata kunci: Kepuasan pelanggan; Kualitas produk; Sop Bang Oya; PKL Kedungdoro Surabaya
Culinary business is an activity of ordering food and beverage services to meet the needs of every human being. This business always exists in every corner of the location ranging from small to large and luxurious ones such as restaurants, cafes, booths, counters to street vendors (PKL). Customers are an important part of the development of a culinary business that must always be satisfied. The important thing to realize customer satisfaction is the quality of the products provided in accordance with customer expectations.
The purpose of this study was to determine customer satisfaction with the quality of Sop Bang Oya food products in Kedungdoro street vendors in Surabaya.
This research uses descriptive quantitative and descriptive qualitative research. The research location is Sop Bang Oya on Jalan Kedungdoro No. 105, Surabaya, East Java. The population in this study were Sop Bang Oya customers. The sample in this study were 110 people. Data collection techniques using open and closed questionnaires. The analysis used is descriptive qualitative and descriptive quantitative analysis in the form of numbers and words.
The results showed that the product quality of Sop Bang Oya has met the customer satisfaction criteria, as seen from the results of the study, the performance criteria were 48 satisfied customers and 62 very satisfied customers; the feature criteria were 31 satisfied customers and 79 very satisfied customers; the reliability criteria were 43 satisfied customers and 67 very satisfied customers; the suitability criteria were 28 satisfied customers and 82 very satisfied customers; the durability criteria were 70 satisfied customers and 38 very satisfied customers; the service criteria were 50 satisfied customers and 57 very satisfied customers; the aesthetic criteria were 44 satisfied customers and 66 very satisfied customers; the quality impression criteria were 37 satisfied customers and 70 very satisfied customers. The results showed that Sop Bang Oya customers were satisfied with the achievement of an average score of 84 (76%). This figure is in the range of 61% - 80% which is classified as satisfied. So that Sop Bang Oya customers are satisfied with the quality of the products provided. Product quality shows a persial influence on customer satisfaction, the magnitude of the influence is known by t count (2.122) > t table (1.982). then H0 is rejected and H1 is accepted, meaning that persially product quality has a positive and significant effect on customer satisfaction of Sop Bang Oya at PKL Kedungdoro Surabaya.
Keywords: Customer satisfaction; Product quality; Sop Bang Oya; PKL Kedungdoro Surabaya