QUALITY OF SERVICE AND PRICE ON CUSTOMER SATISFACTION Coffee Shop in BANDUNG CITY (Case Study on Bandung City Coffee Shop Customers)
Keywords:
Service Quality, Price, Customer SatisfactionAbstract
Marketing is a part that has a very important role, and cannot be separated from human life. Service can basically be said as an action and treatment or way of serving other people to fulfill their needs and desires. The level of customer satisfaction with a service can be measured by comparing consumer expectations of the desired service quality with the reality that is received and felt. This research is to look at gaps. The samples taken were 100 respondents. Data measurement was carried out by distributing questionnaires using an ordinal scale. The analysis technique used is validity test, reliability test, classic assumption test, multiple linear analysis, correlation, determination, t test and F test. The results of this study indicate that the results of the analysis show that the variable service quality (X1) has a coefficient of determination of 46.% on customer satisfaction (Y), meaning that if the quality of service is getting better, then customer satisfaction will increase. The value of tcount (5.435) > ttable (2.00758). The results of the analysis show that the price variable (X2) has a coefficient of determination of 32.7% on consumer satisfaction (Y), meaning that if the price is in accordance with consumer wishes, consumer satisfaction will increase . And the value of tcount (3.963) > ttable (2.00758). The results of the analysis of the coefficient of determination obtained 79.5%, Fcount (96.934) > Ftable (3.18). So, service quality (X1) and price (X2) together affect customer satisfaction (Y) at cafe infinito.
Downloads
References
Alma, Buchari. 2018. Manajemen Pemasaran dan Pemasaran Jasa. Bandung:Alfabeta
Kotler dan Keller. 2016. Marketing Management. Edisi 15 Terjemahan Bobran, MM. Jakarta: Erlangga
Kotler, Philip, dan Gary Amstrong. 2016. Prinsip- Prinsip Pemasaran. Edisi 14. Jilid 1. Jakarta: Erlangga
Kotler dan Keller. 2018. Manajemen Pemasaran jilid 1. Edisi 12 Dialih bahasakan Benyamin Molan. Jakarta: PT Indeks
Sugiyono. 2015. Metode Penelitian Kombinasi. Bandung: Alfabeta
Suparyanto, Rosad. 2017. Statistik Untuk penelitian. Bandung: Alfabeta. Manajemen Pemasaran. Bogor: IN MEDIA
Tjiptono, Fandy. 2015. Pemasaran Jasa. Yogyakarta: Andi Offset
Tjiptono, Fandy dan Anastasia Diana. 2015. Pelanggan Puas? Tak Cukup. Yogyakarta: Andi
Tjptono, Fandy dan Chandra Gregorius. 2016. Service Quality dan Satisfaction.Yogyakarta: Andi Offset
Barus, D. S., & Siregar, O. M. (2023). Pengaruh Pelatihan Dan Penilaian Kerja Terhadap Kinerja Karyawan Di Kantor Pos Medan. Jurnal Ekonomi, Akuntansi Dan Manajemen Indonesia, 1(02), 65–79
Inten Surya Utami, Ida Ayu dan Jatra, I Made. 2015. “Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan Restoran Baruna Sanur”
Nur Laely. 2016. Analisis Pengaruh Kepercayaan dan Harga terhadap Loyalitas Pelanggan Dimediasi Kepuasa Pada PT. Telkomsel di Kota Kediri
Rahmani, H. F., & Safa'atillah, N. (2020). Determinants of Product Purchasing Decisions (Case Study at PT Federal International Finance Branch of Cianjur, West Java): Determinants of Product Purchasing Decisions (Case Study at PT Federal International Finance Branch of Cianjur, West Java). Jurnal Mantik, 3(4), 10-15.
Rahmani, H. F. (2022). Variabel-Variabel yang Mempengaruhi Kualitas Sistem Informasi Akuntansi (SIA. Jurnal Neraca: Jurnal Pendidikan dan Ilmu Ekonomi Akuntansi, 6(2), 181-188.
Syairozi, M. I., & Wijaya, K. (2020, October). Migrasi Tenaga Kerja Informal: Studi Pada Kecamatan Sukorejo Kabupaten Pasuruan. In Seminar Nasional Sistem Informasi (SENASIF) (Vol. 4, pp. 2383-2394).
