Product Innovation, Service Quality, and Facilities in Shaping Consumer Satisfaction at Vespart Lampung

Abstract

Through its production, customisation, and service sectors, the automobile industry has grown significantly in recent decades and established itself as a major contributor to the national economy. The purpose of this study is to investigate how customer satisfaction‑ at Vespart Lampung, a Vespa modification workshop operating in a niche market, is influenced by product innovation, service quality, and facilities. A quantitative research method was employed to test predetermined assumptions on a specific population. The population includes all customers who have used of Vespart Lampung’s services, although the exact number remains unknown. As a result, incidental sampling, where samples were taken from people who happened to be available at the time of data collection, was the sampling strategy employed. Fifty people participated in the study. A Likert scale was used to gauge respondents' impressions in an online survey administered using Google Forms. Multiple linear regression analysis was performed on the data using SPSS version 25. The coefficient of determination (R2), partial t-tests, simultaneous F-tests, validity and reliability tests, and classical assumption testing were among the other statistical investigations. The findings demonstrate that, both separately and in combination, facilities, service quality, and product innovation all significantly and favorably impact consumer happiness. These findings contribute to the development of service strategies in niche automotive businesses, particularly in improving customer experience and long-term competitiveness within the Vespa modification industry.