PENGARUH KUALITAS PELAYANAN, HARGA DAN LOKASI TERHADAP KEPUASAN PELANGGAN CAFE

Abstract

This research is meant to examine the influence of service quality, price, and place to the customer satisfaction at Cafe Milk Moo Sidoarjo. Service quality is the service which is provided by the employees, meanwhile price is the value which has been determined, and place is thelocation of Cafe Milk Moo Sidoarjo.The population of this research is all customers who have ever visited at Cafe Milk Moo Sidoarjo. The research samples has been obtained by using accidental sampling method. In according to the predetermined criteria 100 respondents who have ever visited Cafe Milk Moo Sidoarjo have been selected as samples. The analysis method has been carried out by using multiple linear analysisand the instrument is the SPSS application (Statistical Product and Service Solutions).The result of the model feasibility test which has been done by using F test has concluded that the research model is feasible to be used for the following analysis. Meanwhile the result of hypothesis t test (partial) shows that service quality has significant influence to the customer satisfaction. Price has significant influence to the customer satisfaction. And place has significant influence to the customer satisfaction.
Keywords: Service quality, price, place, and customer satisfaction.