PENGARUH PRODUK, HARGA, TEMPAT, DAN PELAYANAN TERHADAP KEPUASAN KONSUMEN KAFE KOPI ROLAG

Abstract

This study aims to determine the effect of products, prices, places, and services on the consumer satisfaction of Rolag Coffee Café in Surabaya. The type of research used is quantitative with a survey approach. The population in this study were all consumers who visited the Rolag Coffee Cafe Surabaya. The number of samples determined by 100 respondents with the sampling technique used is non probability sampling and the determination of samples using purposive sampling. The data source used is primary data. The method of data analysis uses multiple linear regression analysis with the SPSS version 24 program. The results showed that the product had a significant effect on customer satisfaction with a significant value of 0.004. Price has a significant effect on customer satisfaction with a significant value of 0,000. Place has a significant effect on customer satisfaction with a significant value of 0.005. Service has a significant effect on customer satisfaction with a significant value of 0.002.
Keywords: product, price, place, Servise, consumer satisfaction.