PENGARUH HARGA, PROMOSI, KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA CAFÉ NAY COFFEE SURABAYA

Abstract

This research aimed to analyze the effect of price, promotion, and service quality on the consumers ‘ satisfaction at Nay Coffee Cafe Suarabaya.The research was a descriptive analysis with a quantitative approach. Furthermore, the research sample was 100 respondent who had ever purchased at Nay Coffee Surabaya taken with the Accidential sampling method technique. Meanwhile, the research data analysis method used multiple linear analyses with the SPSS (Statistical Product And Service Solution) application. The research instrument used validty test and reaibilty, model feasibility test with f test, multiple detemination coefficient, and hypothesis test with t-test.the research result slowed that the price variable had a positive and significat effect on the consumers’ satisfaction at Nay Coffee Café suarabaya. Therefore, the promostion positively and significantly affected the consumers’ positive and significant effect on the consumers’ satisfaction at Nay Coffe Café Suarabaya.