AMINI, FATIYAH (2022) PENGARUH KUALITAS PELAYANAN, HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MINUMAN KOPI DI KEDAI HOLLA KOPI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Customer satisfaction is thought of to be influenced by service quality, prices and product quality. This study aims to analyze the influenced of service quality, price and product quality on Holla Kopi’s customer satisfaction simultaneously and partially. The study with a sample of 40 respondents who used primary data collection techniques throught questionnaires and analysis using computer applications with the SPSS program. Data processing methods use quantitative descriptive analysis techniques, and multiple linear regression analysis methods. The results of this study showed that both partially and simultaneously, the service quality, price, and product quality affect customer satisfaction. The most dominant influence is product quality on customer satisfaction, it show that Holla Kopi coffee shop has good product quality. Holla Kopi coffee shop should maintain all service quality, price and product quality that can be accepted among the community and can be mutually beneficial for coffee shops. Keyword: customer satisfation, service quality, price and product quality.

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