PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN OOST KAFE SURABAYA

Abstract

Service quality and price is one of the important factors in order to achieve customer satisfaction at
Oost kafe, so the development of service quality and the determination of competitive standard price is
the important matter to be noticed in order to maintain the business growth to the global competition.
Customer satisfaction can be influenced by various factors, but the greatest influence from service
quality and price, it has been proven by this research by issuing questionnaires media and by
involving 100 people from all the customer satisfaction who have ever visited Oost kafe in April –
August 2016
periods, the coefficient correlation value (R) has obtained 0.756 which means that 75.6%
service quality and price can influence the customer satisfaction on Oost kafe Surabaya. The
correlation of the service quality to the customer satisfaction is valued 0.091 and the correlation of
price to the customer satisfaction is 0.466. The correlation value of price to the customer satisfaction is
the largest, therefore it is recommended for the company to determine competitive and attractive price,
then to fulfill some aspects which can increase the service quality.

Keywords: Service quality, price, customer satisfaction.