PENGARUH HARGA, PRODUK, LOKASI DAN PROMOSI TERHADAP KEPUASAN PELANGGAN STARBUCKS EAST COAST CENTER SURABAYA

Abstract

This research analyzed the phenomena at Starbucks East Coast Center Surabaya with a tittle The efect of Price, Product, Location and Promotion on Customers’ Satisfaction at Starbucks East Coast Center Surabaya. The research object was Starbucks East Coast Center Surabaya. The population of this research used 125 customers who had come to Starbucks East Coast Center Surabaya 10 times. They were concidered as loyal customers as mentioned by Cafe manager. The data was taken from cashier of Starbucks East Coast Center Surabaya. Meanwhile, the sample were 96 respondents. The primary data taken through questionnaire to 96 respondents in the form of score answer. Furthermore , theirs were inputted into SPPS program conducted by multiple linear regressions analysis. The result of hypothesis showed that the price gave effect on the customers’ satisfaction, the product gave effect on the customers’ satisfaction the location gave effect on the customers’ satisfaction, and the promotion gave effect on the customers’ satisfaction.
Keywords: Price, product, location, promotion, customers’ satisfaction.