Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Kepuasan Pelanggan (Studi Kasus pada Konsumen di Drop. Coffee Medan)

Abstract

The development of the coffee shop business in Indonesia has been noticed by many entrepreneurs in various circles, especially in the city of Medan. The development of the coffee shop seems to be growing rapidly in the city of Medan. The purpose of this research is to determine and analyze the influence of service quality, product quality and price on Drop customer satisfaction. Medan Coffee. The population in this research is consumers at the drop. Medan Coffee. The sample used in this research was 90 respondents. The data collection technique in this research uses a questionnaire or questionnaire technique. Data analysis techniques use descriptive analysis and multiple linear regression analysis. Data processing in research uses SPSS 26. Based on partial research results, it shows that service quality has a positive and significant effect on customer satisfaction, product quality has a positive and significant effect on customer satisfaction, price has a negative and significant effect on customer satisfaction. Based on the Simultaneous Test (F), the variables of service quality, product quality and price have a significant effect on customer satisfaction. Through the test results, the coefficient of determination of the dependent variable is able to influence the dependent variable by 48.9%.