PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA KOPI LAIN HATI CABANG DELTASARI

  • Ardesto Prima Artha
  • Prijati

Abstract

This research aimed to find out the effect of service quality, product quality, and price on customers’ satisfaction
at Kopi Lain Hati, a branch of Deltasari. The population was all customers of Kopi Lain Hati, a branch of
Deltasari who had ever bought the product once. The research was quantitative. Moreover, the data collection
technique used non-probability sampling with accidental sampling as the sampling technique. The sampling took
the respondents who were accidentally at the research object or suitable based on its context. In line with that,
there were 100 respondents as the sample. Furthermore, the instrument in the data collection technique used
questionnaires. The measurement scale used the Likert scale. Additionally, the data analysis technique used
multiple linear analysis with SPSS 25. The result showed that service quality had a significantly positive effect
on the customers’ satisfaction at Kopi Lain Hati, a branch of Deltasari. However, product quality had a positive
but insignificant effect on the customers’ satisfaction at Kopi Lain Hati, a branch of Deltasari. In contrast, the
price had a significantly positive effect on the customers’ satisfaction at Kopi Lain Hati, a branch of Deltasari.

Published
2023-01-31