Effect Of Service Quality And Use Of Instagram Social Media On Consumer Satisfaction Levels At Tigapagi Coffee & Space In Banyuwangi District

Abstract

The development of information technology has made many companies today take advantage of social media to market their products. The best customer service and Instagram-worthy facilities will draw customers. The objective of study were to ascertain the impact of service quality on the degree of customer satisfaction at Tigapagi Coffee & Space Banyuwangi Regency which was the primary goal of this study, understanding the impact of Instagram usage on customer satisfaction which was research done by Tigapagi Coffee & Space Banyuwangi Regency, and establishing the qualities that require to develop and rank them based on the priority. In this study, 89 purposely chosen respondents were given questionnaires to complete, and the Importance Performance Analysis (IPA) approach was utilized to evaluate the level of consumer satisfaction. The service quality feature with the highest level of satisfaction was modern equipment, scoring 103.13%, while the lowest was toilet cleanliness, scoring 96.29%. The quality of service should be prioritized based on the following factors: toilet cleanliness, accurate orders, order delivery time, good communication skills, handling, and visual suitability of the product. The attribute with the highest level of satisfaction with the quality of using Instagram Social Media was performance of the product, with a satisfaction level of 104.71%. The attribute with the lowest level of satisfaction was Price Match with the product quality, with a satisfaction level of 96.77%. Popularity of the content, Profitable campaign offerings, Content Relevance, Product Flavor Variants, and Affordability of Prices were the attributes that must be given top priority for quality Instagram Social Media Usage.