KUALITAS PRODUK, HARGA, PROMOSI DAN PENGARUHNYA TERHADAP KEPUASAN PELANGGAN KOPI KENANGAN BP PEMUDA SURABAYA

Abstract

This research aimed to find out the effect of product quality on customers satisfaction, price on customers
satisfaction and promotion on customers satisfaction of Kopi Kenangan BP Pemuda Surabaya. The population
was customers who had bought products of Kopi Kenangan BP Pemuda Surabaya. The research was causal
comparative. Moreover, the data collection technique used accidental sampling. Furthemore, the population was
unknown and unlimited. Therefore, after using the Lemeshow formula, there were 100 respondents of consumers
as the sample. Data collection techniques by distributing questionnaires. Additionally, the instrument in data
collection technique used multiple linear regression with SPSS 23. The research result concluded that product had
a significant effect on customers satisfaction of Kopi Kenangan BP Pemuda Surabaya. On the other hand, price
had an insignificant effect on customers satisfaction of Kopi Kenangan BP Pemuda Surabaya. In contrast,
promotion had a significant effect on customers satisfaction of Kopi Kenangan BP Pemuda Surabaya.