THE INFLUENCE OF WORD OF MOUTH, BUSINESS LOCATION, AND PRODUCT QUALITY ON CUSTOMER SATISFACTION: AN ISLAMIC BUSINESS MANAGEMENT PERSPECTIVE (A Study on Mie Gacoan Consumers at the Antasari Branch, Bandar Lampung)

SHELLY, WAHYUNI (2025) THE INFLUENCE OF WORD OF MOUTH, BUSINESS LOCATION, AND PRODUCT QUALITY ON CUSTOMER SATISFACTION: AN ISLAMIC BUSINESS MANAGEMENT PERSPECTIVE (A Study on Mie Gacoan Consumers at the Antasari Branch, Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Studi ini bertujuan untuk menguji pengaruh word of mouth, lokasi bisnis, dan kualitas produk terhadap kepuasan pelanggan dari perspektif manajemen bisnis Islam. Penelitian ini dilakukan pada konsumen Mie Gacoan cabang Antasari di Bandar Lampung menggunakan metode kuantitatif dengan data yang dikumpulkan melalui kuesioner.Hasil penelitian menunjukkan bahwa ketiga variabel independen tersebut memiliki dampak signifikan terhadap kepuasan pelanggan, baik secara parsial maupun simultan, dengan kualitas produk sebagai faktor paling dominan. Dalam konteks nilainilai bisnis Islam, kepuasan pelanggan sangat terkait erat dengan penerapan prinsip-prinsip etika seperti kejujuran (shidq) dalam komunikasi, kepercayaan (amanah) dalam memberikan layanan, dan keunggulan (ihsan) dalam menjaga kualitas produk. Temuan ini menggarisbawahi pentingnya menyelaraskan praktik bisnis modern dengan nilai-nilai etika Islam untuk membangun hubungan pelanggan yang berkelanjutan dan menumbuhkan kepercayaan di pasar yang kompetitif. ABSTRACT This study aims to examine the influence of word of mouth, business location, and product quality on customer satisfaction from the perspective of Islamic business management. The research was conducted on consumers of Mie Gacoan at the Antasari branch in Bandar Lampung using a quantitative method with data collected through questionnaires. The results show that all three independent variables have a significant impact on customer satisfaction, either partially or simultaneously, with product quality being the most dominant factor. In the context of Islamic business values, customer satisfaction is closely linked to the application of ethical principles such as honesty (shidq) in communication, trustworthiness (amanah) in delivering services, and excellence (ihsan) in maintaining product quality. These findings underline the importance of aligning modern business practices with Islamic ethical values to build sustainable customer relationships and foster trust in competitive markets.

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