Atikha Sidhi Cahyana (1), Marcellia Nur Fitri (2), Indah Apriliana Sari (3), Wiwik Sulistiyowati (4)
Product consistency remains a essential determinant in sustaining consumer trust within traditional food processing micro-enterprises. General Background Small and medium enterprises relying on traditional processing methods often encounter operational challenges regarding finished product uniformity. Specific Background Smoked tilapia production in Penatarsewu Village utilizes manual coconut-shell combustion, generating variations in product maturity, color, and hygiene that directly affect buyer perceptions. Knowledge Gap Empirical evaluations evaluating how product attributes and service delivery simultaneously direct customer satisfaction in localized smoked fish processing remain limited. Aims This investigation evaluates the direct effects of product quality and service quality on customer satisfaction among consumers of smoked tilapia in Penatarsewu Village. Results Multiple linear regression analysis of questionnaire data from 60 respondents established that product quality ($t = 3.835, p < 0.05$) and service quality ($t = 3.230, p < 0.05$) demonstrate positive, significant contributions to customer satisfaction, with a combined determination coefficient ($R^2$) of 0.794. Novelty This empirical framework provides quantified regression metrics specific to traditional smoked fisheries, identifying price conformance, product durability, and responsiveness as dominant drivers. Implications Processing actors can utilize these findings to modernize smoking technology, stabilize product attributes, and structure responsive delivery protocols to strengthen long-term customer retention.
Key Findings Highlights
Product quality significantly increases customer satisfaction with a partial regression coefficient of 0.630 ($t = 3.835$).
Service quality demonstrates a positive significant effect on customer satisfaction with a coefficient of 0.330 ($t = 3.230$).
Combined product and service quality variables account for 79.4% of the variance in customer satisfaction levels.
Keywords : Product Quality, Service Quality, Linear Regression, Smoked Tilapia, Customer Satisfaction
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