Pengaruh Kualitas Produk dan Kualitas Layanan Elektronik Terhadap Kepuasan Pelanggan Produk Roti'O pada Aplikasi Qpon di Kota Palembang

This study aims to examine and analyze the influence of product quality and electronic service quality on the purchasing and redemption process of digital coupons/vouchers on customer satisfaction of Roti'O products on the Qpon application in Palembang City. This study uses a quantitative approach with empirical methods. Data were collected through questionnaires distributed to 100 respondents who are Roti'O customers in Palembang City and have made purchases through the Qpon application at least twice. The sampling technique used non�probability sampling with a purposive sampling method. Data analysis was performed using multiple linear regression with the help of the SPSS program. The results show that product quality has a positive but insignificant effect on customer satisfaction, while electronic service quality has a positive and significant effect on customer satisfaction of Roti'O products in Palembang City. These results indicate that in the context of purchasing through the Qpon application, customer satisfaction is more influenced by electronic service quality than product quality because product quality is already considered good enough by customers, the difference is not too felt so that although the direction is positive, the effect is not strong enough to be statistically significant. This study is expected to be a consideration for companies in improving product quality to increase customer satisfaction.