Pengaruh Inovasi Produk, Kreativitas, dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Cafe Lad & Lass Tangerang

Zamirah Marzuki; Nana Trisnawati; Endri Sentosa; Mahmud; Abdullah Muksin

Zamirah Marzuki Program Studi Manajemen, Universitas Persada Indonesia Y.A.I, Jakarta
Nana Trisnawati Program Studi Manajemen, Universitas Persada Indonesia Y.A.I, Jakarta
Endri Sentosa Program Studi Manajemen, Universitas Persada Indonesia Y.A.I, Jakarta
Mahmud Program Studi Manajemen, Universitas Persada Indonesia Y.A.I, Jakarta
Abdullah Muksin Program Studi Manajemen, Universitas Persada Indonesia Y.A.I, Jakarta

Abstract

This study aims to examine the effects of product innovation, creativity, and service quality
on customer satisfaction at Cafe Lad & Lass in Tangerang City, Indonesia. A quantitative
approach was employed, involving 108 respondents. Data were analyzed using Partial
Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results
indicate that product innovation (β = 0.274; p = 0.027), creativity (β = 0.350; p = 0.005),
and service quality (β = 0.312; p = 0.047) have positive and statistically significant effects
on customer satisfaction. The model explains 75.4% of the variance in customer
satisfaction (R² = 0.754), with a predictive relevance value of Q² = 0.534. Creativity
emerges as the strongest predictor of customer satisfaction. From a practical perspective,
cafe management should foster distinctive creative initiatives, continuously introduce menu
variations, and improve staff responsiveness in addressing customer needs and complaints.
These strategies are expected to enhance customer satisfaction and strengthen customer
loyalty amid intensifying competition in the cafe industry

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