Electronic Theses and Dissertation

WD Coffee & Resto merupakan salah satu usaha coffeeshop yang berlokasi di Kabupaten Bireuen, Aceh. Penelitian ini bertujuan untuk menganalisis tingkat kepuasan konsumen terhadap kualitas kopi dan pelayanan menggunakan metode Importance Performance Analysis (IPA). Penelitian dilakukan secara kuantitatif deskriptif terhadap 100 responden yang dipilih melalui teknik accidental sampling, dengan data primer yang dikumpulkan melalui kuesioner. Variabel yang dianalisis meliputi kualitas kopi dan kualitas pelayanan, yang dievaluasi berdasarkan tingkat harapan dan kinerja menggunakan skala Likert. Hasil uji validitas dan reliabilitas menunjukkan bahwa seluruh instrumen layak digunakan. Analisis IPA mengungkapkan bahwa atribut seperti aroma kopi dan aftertaste kopi serta empati pelayanan berada pada Kuadran I (prioritas perbaikan), sedangkan atribut seperti kenyamanan tempat dan konsistensi rasa kopi berada di Kuadran II (dipertahankan). Temuan ini menunjukkan bahwa meskipun tingkat kepuasan konsumen cukup tinggi, beberapa aspek penting tetap perlu ditingkatkan. Penelitian ini merekomendasikan peningkatan kualitas bahan baku kopi, pelatihan barista, serta peningkatan jumlah dan kualitas tenaga pelayanan sebagai strategi untuk meningkatkan daya saing usaha di tengah ketatnya persaingan industri coffeeshop.
Kata kunci: Kepuasan konsumen, kualitas kopi, kualitas pelayanan, Importance Performance Analysis, WD Coffee & Resto

WD Coffee & Resto is one of the coffeeshop businesses located in Bireuen Regency, Aceh. This research aims to analyze customer satisfaction with coffee quality and service using the Importance Performance Analysis (IPA) method. The research was conducted using a descriptive quantitative approach involving 100 respondents selected through accidental sampling, with primary data collected via questionnaires. The analyzed variables include coffee quality and service quality, evaluated based on expectation and performance levels using a Likert scale. The validity and reliability tests confirmed that all research instruments were appropriate for use. IPA analysis revealed that attributes such as coffee aroma, coffee aftertaste, and service empathy fall into Quadrant I (priority for improvement), while attributes such as store ambiance and coffee flavor consistency fall into Quadrant II (maintain performance). These findings indicate that although the overall level of customer satisfaction is relatively high, several key aspects still require improvement. The study recommends improving coffee bean quality, providing barista training, and increasing the number and competence of service personnel as strategies to enhance business competitiveness amid the intense competition in the coffeeshop industry. Keywords: Customer satisfaction, coffee quality, service quality, Importance Performance Analysis, WD Coffee & Resto