PENGARUH LOKASI, KUALITAS LAYANAN, DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA CHRONOS CAFE DI SURABAYA

Abstract

This research aimed to examine the effect of location, service quality, and price on customers’ satisfaction of Chronos Cafe in Surabaya. The research was explarotory-quantitative research. Moreover, the population was all customers of Chronos Café in Surabaya. Furthermore, the data collection technique usen accidental sampling with non-probability sampling as its sampling technique. In line with that, there were 08 respondents as the sample. While and the data were primary, which were taken from respondents’ questionnaires. Additionally, the data analysis technique used linear regression with SPSS 25. The research result, from classical assumption test through normality, multicollinearrity and heteroscedasticity test, showed that all variabls withim research had fulfilled the criteria given. Meanwhile, a proper model test which used the F-test and determination coefficient showed that the regression model was properly used. In addition, from hypothesis test results, it concluded that location, service quality, and price partially had a positive and significant effect on customers’ satisfaction of Chronos Cafe in Surabaya.
Keywords: location, service quality, price, customer’satisfaction.