PENGARUH PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN DI KEDAI COFFEE TOFFEE
Keywords:
Product, Price, Consumer SatisfactionAbstract
The development of coffee business trends in Indonesia has been going quite rapidly in recent times. One form of the coffee business that is most often found today is the coffee shop. This study aims to determine the effect of product and price on customer satisfaction at Kedai Coffee Toffee Surabaya. The population in this study were consumers who visited the Toffee Coffee Shop in Surabaya and the sample in this study was 50 respondents. Based on the results of data processing with SPSS version 25, it was found that all statement items from all variables were declared valid because r count > from r table and all variables were declared reliable because Cronbach Alpha > 0.6. The results of the normality test stated that the data in this study were normally distributed and declared valid. In the multicollinearity test, the tolerance value of all variables was found to be more than 0.10 and the VIF value was less than 10 so that it can be concluded that the research data did not experience multicollinearity between the independent variables. In the heteroscedasticity test, it can be seen that the points spread over the number 0 on the Y axis and do not form a clear pattern, so heteroscedasticity occurs in the regression model. Multiple linear regression is obtained by the regression model as follows Y = 1,384 + 0,169 X1 + 0,576 X2. the result of the test for the determinant coefficient (R2) is 0.639, which means that product and price have a strong influence on customer satisfaction by 63,9%. In the t test it was found that product and price had a significant effect on customer satisfaction at Kedai Coffee Toffee Surabaya.Downloads
References
Angipora, M.P. 2002, Dasar-Dasar Pemasaran, PT. Raja Grafindo Persada,. Jakarta.
Annishia dan Prastiyo. 2019, “The Effect Of Prices And Facilities On Guest Stay At The Best Western Premier The Hive Hotel Jakarta”, Jurnal Hospitality dan Pariwisata, vol 5, no 1.
Apriyani, D.A. Sunarti. 2017. “Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen (Survei Pada Konsumen the Little a Coffee Shop Sidoarjo”. Jurnal Administrasi Bisnis, vol 51, no 2.
Assidiqi, H. 2009. Analisis Faktor-Faktor yang Mempengaruhi Perilaku Keputusan Konsumen Dalam Pembelian On-Line (E-Commerce) di Jakarta dan Bandung. Bina Nusantara. Jakarta
Endriati, E.T. 2014. “Kualitas Produk Berpengaruh Signifikan Terhadap Kepuasan Konsumen Taman Indie Resto Malang. Jurnal Ekonomia, vol 3, no 3.
Fandy, Tjiptono. 2016. Service, Quality & satisfaction. Yogyakarta. Andi.
Fatmawati, N. & Soliha, E. (2017). Kualitas Produk, Citra Merek, Dan Persepsi Harga Terhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic “Honda”. Jurnal Manajemen Teori Dan Terapan, 10(1):8-9.
Ferdinand, Agustinus. 2014. Metode Penelitian Manajemen Edisi 5. Universitas Diponegoro. Semarang.
Indriaty, L. (2016). Pelayanan Jasa Atas Dimensi Empat Kepuasan Konsumen. Pelayanan Jasa Atas Dimensi, 4(1):28.
Isyanto, A.Y. (2012). Faktor-Faktor Yang Berpengaruh Terhadap Produk Pada Usaha Tani Padi di Kabupaten Ciamis. Cakrawala Galuh
Kotler, Amstrong. 2016. Principles Of Marketing Sixteenth Edition Global Edition. England. Pearson Edication Limited.
Kotler, Keller, 2012. Marketing Management, 14th, Person Education
Kotler, Philip & Keller. (2008). Manajemen Pemasaran. Edisi Ketigabelas. Jilid 1. Jakarta: Erlangga.
Kotler, Philip (2000). Prinsip-Prinsip Pemasaran Manajemen, Jakarta : Prenhalindo.
Kotler, Philip, dan Gary Armstrong. 2014. Principles of Marketing, 12th Edition, jilid 1 Terjemahan Bob Sabran Jakarta : Erlangga.
Tjiptono, Fandy. 2016. “Stratergi Pemasaran”. CV. Andi. Yogyakarta.
Wariki, M.G., Mananeke, L., & Tawas, H. (2015). Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado. Jurnal EMBA, 3(2):1074.
