The Influence Of Customer Value And Product Variation On Dotuku Coffee Customer Satisfaction

Muhammad Rafly Radichan, Tri Lestira Putri Warganegara


The purpose of this study is to assess how factors like product variety and customer value affect Dotuku Coffee customers' level of happiness. Purposive sampling, a sample technique, was used to choose 100 consumers to represent the community under investigation. Multiple linear regression is the analytical technique that is applied. The results of this study show that product diversity and customer value have a big impact on consumer satisfaction. The purpose of this study is to assist Dotuku Coffee in enhancing the caliber of customer value and product variety in order to better satisfy customers and, consequently, raise the competitiveness of the business. Currently, competition in the business world is very fierce, so this research is expected to provide guidance to Dotuku Coffee to increase the level of customer satisfaction with their coffee products.


customer value, product variety, customer satisfaction

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