PENGARUH HARGA, KUALITAS PRODUK, STORE ATMOSPHERE DAN LOKASI TERHADAP KEPUASAN PELANGGAN PADA TEPI BARAT RUMAH KOPI RUNGKUT SURABAYA

Abstract

This research aimed to find out the effect of price, product quality, store atmosphere and location on customers’ satisfaction of Tepi Barat Coffe House, Rungkut Surabaya. While, the population was customers of Tepi Barat Coffe House, Rungkut Surabaya. The research was qualitative. Moreover, the data collection technique used purposive sampling, in which the sample was based on criteria given. In line with, there were 100 respondents of customers of Tepi Barat Coffe House, Rungkut Surabaya. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Products and Social Science). Additionally, the instrument testing used validity test and reliability test. The research result concluded price had positive and significant effect on customers’ satisfaction of Tepi Barat Coffe House, Rungkut Surabaya. Likewise, product quality had positive and significant effect on customers’ satisfaction of Tepi Barat Coffe House, Rungkut Surabaya. Similarly, store atmosphere had positive and significant effect on customers’ satisfaction of Tepi Barat Coffe House, Rungkut Surabaya. In addition, location had positive and significant effect on customers’ satisfaction of Tepi Barat Coffe House, Rungkut Surabaya.
Keywords: Price, Product Quality, Store Atmosphere. Location