PENGARUH KUALITAS PELAYANAN, HARGA, DAN LOKASI TERHADAP KEPUASAN PELANGGAN PADA WARKOP STK DI SURABAYA

Abstract

The research aimed to find out the effect of service quality, price, and location on customers’ satisfaction at Warkop STK in Surabaya. Moreover, the population was customers at Warkop STK in Surabaya. The research was quantitative. Furthermore, the data collection technique used non-probability sampling with accidental sampling as the sampling technique. Additionally, the data were primary, which were taken from online questionnaire distribution. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 26.0. In addition, the instrument test used validity and reliability test. The research result showed that both service quality and the price had a positive and significant effect on customers’ satisfaction at Warkop STK in Surabaya. On the other hand, the location had a positive but insignificant effect on the customers’ satisfaction at Warkop STK in Surabaya. While the result of the determination coefficient (R2) was 0,375. It meant the percentage of service quality, price, and location variables on customers’ satisfaction was 37.5%.