PENGARUH HARGA, KUALITAS PRODUK, DAN LOKASI TERHADAP KEPUASAN PELANGGAN PADA KAFE RS KOPI

Abstract

As more competitive the business of Cafe, price along with product quality and location become customers’ advantages which need to developed. When the customer feel those things as they really want and suitable with the expectation, they will be satisfied. Therefore, this research aimed to find out the effect of price, product quality, and location on customers’ satisfaction of RS Kopi Cafe. While, the populationwas not really fixed or infinite. The data collection technique used non-probability sampling. Meanwhile, the sampling used purposive sampling. In line with, there were 100 respondents as sample. Moreover, the data analysis technique used multiple linier regression with the instrument of validity test, relibility test, classical assumption test, and also SPSS (Statistical Product and Service Solution). Furthermore, the research result concluded price, product quality, and location had positive and significant effect on customers’ satisfaction. In brief, the management of RS Kopi Cafe needs to consider more its strategy in determining price, product quality, and location this may effect customers’ satisfaction level
Keywords: price, product quality, location, customers’ satisfaction