Between Expectation and Reality: Tourists' Perceptions of Service Quality at Cikole Luwak Coffee Agrotourism Using the SERVQUAL Approach

Antara Ekspektasi dan Realitas: Persepsi Kualitas Layanan Wisatawan di Agrowisata Kopi Luwak Cikole Menggunakan Pendekatan SERVQUAL

Authors

  • Dani Adiyanto Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
  • Adam Maulana Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
  • Moch Mozza Aditya Aryanto Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
  • Ahmad Rizki Ageng Afani Program Studi Manajemen,Fakultas Bisnis,Hukum, dan Ilmu Sosial,Universitas Muhammadiyah Sidoarjo
  • Sumartik Sumartik Universitas Muhammadiyah Sidoarjo

DOI:

https://doi.org/10.21070/z8559y04

Keywords:

Customer Satisfaction, Product Quality, Packaging, SWOT Analysis

Abstract

General Background: The home industry food sector, particularly cookie production, represents a continuously expanding segment of small and medium enterprises in Indonesia. Specific Background: J&C Cookies operates as a prominent home-industry cookie producer in Bandung, managing domestic and export distribution while preparing for professionalized management. Knowledge Gap: Existing literature exhibits inconsistent findings regarding the relationship between marketing mix elements and customer satisfaction, necessitating a comprehensive strategic positioning framework. Aims: This study aims to formulate a strategy to improve customer satisfaction at J&C Cookies by analyzing product quality, packaging, price, and service quality using a qualitative SWOT approach. Results: Evaluation yields an Internal Factor Analysis Summary score of 2.82 and an External Factor Analysis Summary score of 2.45, positioning the firm in Quadrant V of the Internal-External matrix to hold and maintain. Novelty: This research uniquely integrates internal marketing mix evaluations with SWOT, IFAS-EFAS, and IE matrices for a growing cookie home industry enterprise approaching professionalization. Implications: Management should prioritize product and packaging differentiation combined with digital service strengthening to improve customer satisfaction and competitive advantage.

Highlights:

  • Taste consistency and brand reputation serve as dominant internal strengths for the cookie enterprise.

  • Matrix evaluations place the business in the hold and maintain position requiring defensive and growth strategies.

  • Recommended actions prioritize product differentiation and packaging upgrades alongside digital service improvements.

Keywords: Customer Satisfaction, Product Quality, Packaging, Price, SWOT Analysis

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Published

2026-08-27

Issue

Vol. 9 No. 1 (2026): International Conference of Fostering Sustainable Economic Growth and Innovation through Research and Community Engagement

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Copyright (c) 2026 Dani Adiyanto, Adam Maulana, Moch Mozza Aditya Aryanto, Ahmad Rizki Ageng Afani, Sumartik Sumartik

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Between Expectation and Reality: Tourists’ Perceptions of Service Quality at Cikole Luwak Coffee Agrotourism Using the SERVQUAL Approach: Antara Ekspektasi dan Realitas: Persepsi Kualitas Layanan Wisatawan di Agrowisata Kopi Luwak Cikole Menggunakan Pendekatan SERVQUAL. (2026). Procedia of Social Sciences and Humanities, 9(1), 523-520. https://doi.org/10.21070/z8559y04