PENGARUH KUALITAS DAN RASA TERHADAP KEPUASAN KONSUMEN PRODUK COKLAT SILVERQUEEN

Abstract

This study aims to determine consumer assessments of the quality, taste, and satisfaction in consuming SilverQueen chocolate. The research method used is a descriptive quantitative approach. Data was collected through a questionnaire using Google Form, completed by 20 respondents who are consumers of SilverQueen chocolate products. The results showed that in general, consumers have a positive perception of the quality and taste of SilverQueen products, and this influences their level of satisfaction. However, regression statistical analysis shows that the influence of quality and taste on consumer satisfaction is not statistically significant. This indicates that other factors outside of quality and taste also influence overall consumer satisfaction