PENGARUH HARGA, KUALITAS LAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA CAFÉ TARANTULA BARAK DI SURABAYA

Abstract

This research aimed to examine the effect of price (HRG), service quality (KPL), and product quality (KPR) on the customers’ satisfaction (KP) at Tarantula Barak cafe, Surabaya. The research was causal-comparative with a quantitative approach and with the acquisition of primary data. Moreover, the population was customers who had visited Tarantula Barak cafe, Surabaya. The data collection technique used non-probability sampling and the sampling technique used saturated sampling. In line with that, there were 100 respondents as the sample. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 23. The result concluded that price (HRG) had a significantly positive effect on the customers’ satisfaction (KP) at Tarantula Barak cafe, Surabaya. Likewise, service quality (KPL) had a significantly positive effect on the customers’ satisfaction (KP) at Tarantula Barak cafe, Surabaya. Similarly, product quality (KPL) had a significantly positive effect on the customers’ satisfaction (KP) at Tarantula Barak cafe, Surabaya.