PENGARUH HARGA, PROMOSI, PERSONAL DAN BUKTI FISIK TERHADAP KEPUASAN PELANGGAN CAFE OOST

Abstract

Tight competition has triggered the business practitioners to rule market segment through various innovation
which is presented in products and services. Business practitioners are required to possess awareness to the
customer needs and desires i.e. by providing affordable price, attractive promotion, good employees, and unique
physical evidence to create customer satisfaction. The purposive of this research is to find out the influence of
price, promotion, employees, and physical evidence to the customer satisfaction to the Cafe Oost Koffie & Thee
Surabaya. The pupolation is all customers of Cafe Oost Koffie & Thee Surabaya and the samples are 90
respondents. The data collection method has been carried out by issuing questionnaires. The data analysis
technique has been done by using multiple linear regressions. The result of the research shows that price gives
significant and positive influence to the customer satisfaction to the Cafe Oost Koffie & Thee Surabaya,
promotion give significant and positive influence to the customer satisfaction of Cafe Oost Koffie & Thee
Surabaya, Employees give significant and positive influence to the customer satisfaction of Cafe Oost Koffie &
Thee Surabaya, physical evidence give significant and positive influence to the customer satisfaction of Cafe
Oost Koffie & Thee Surabaya.

Keywords: price, attractive promotion, employees, physical evidence, and customer satisfaction