Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Minat Berkunjung Kembali di Restoran White Canny Denpasar

Abstract

This study looks at how the quality of service and the quality of food affect customers' desire to come back to White Canny Denpasar, which is a family restaurant that serves traditional Indonesian dishes. The study uses a quantitative method with an associative research design, and it selects 100 customers through purposive sampling who have used the restaurant's services. Data was gathered using organized questionnaires based on the SERVQUAL model for service quality and Garvin’s quality dimensions for product quality, along with direct observation and customer reviews. The data was analyzed using multiple linear regression to examine both the separate and together effects of different factors. This was backed up by descriptive statistics and tests to check if the assumptions were met. The findings show that good service quality makes customers more likely to come back, and high product quality also increases their chance of returning. At the same time, both the quality of service and the quality of the product together influence how likely a customer is to come back, with an R² value of 0.533, which means they explain 53.3% of the changes in the customer's intention to return. The results show that keeping the service and products consistent and of good quality can help make customers happier and more loyal. The study adds new ideas about how to use SERVQUAL and product quality ideas in the local food industry, and gives real-world advice for restaurant managers to better the customer experience, build customer loyalty, and encourage people to visit again.