Pengaruh Service Quality, Kualitas Produk, dan Harga Terhadap Kepuasan Konsumen Pada Coffee Shop Cortans Koffie Bangkinang Kota

Abstract

This study aims to determine and analyze the influence of service quality, product quality, and price on customer satisfaction at Cortans Koffie. This research is associative in nature and utilizes quantitative data. The population in this study consists of customers of Cortans Koffie. The sample size is 97 respondents, selected using purposive sampling with the criterion that respondents must have purchased products at least twice at Cortans Koffie Bangkinang Kota. The data analysis technique employed is multiple linear regression analysis using SPSS version 26. The results of this study indicate that service quality, product quality, and price simultaneously have a significant influence on customer satisfaction. Partially, service quality, product quality, and price each have a positive and significant effect on customer satisfaction at Cortans Koffie Bangkinang Kota. Based on the coefficient of determination, the independent variables are able to explain 89.0% of the variance in the dependent variable, while the remaining 11.0% can be explained by other variables not examined in this study.