PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN KOPI KENANGAN

  • Rendiyani Prasetyo Putri
  • Anton Eko Yulianto

Abstract

Nowadays, coffee business competition is getting tougher. Every business person is required to be creative in every aspect, in order to be able to create the latest ideas and innovations; so that they are ready to face this increasing industrial competition. This research aimed to find out the effect of product quality, service quality, and price on the customers’ satisfaction at Kopi Kenangan Manyar, Surabaya. The research was quantitative. Furthermore, the population was Kopi Kenangan located in Manyar, Surabaya. The data were primary. Moreover, the data collection technique used purposive sampling. Since the population was unlimited, the Lemeshow formula was used. Furthermore, the instrument of data collection technique used questionnaires. The questionnaires were distributed to 100 respondents as the sample. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 23.0 version. The result concluded that product quality had a significant effect on the customers’ satisfaction at Kopi Kenangan Manyar, Surabaya. Likewise, the price had a significant effect on the customers’ satisfaction at Kopi Kenangan Manyar, Surabaya.

Published
2023-02-28