Pengaruh Produk dan Harga Terhadap Kepuasan Konsumen di Kedai Kopi 14

Abstract

This study aims to determine: (1) the effect of products on coffee shop consumer satisfaction 14, (2) the effect of price on coffee shop consumer satisfaction 14, and (3) the effect of products and prices on coffee shop consumer satisfaction 14. This study uses a quantitative approach. by collecting data through literature study and questionnaires. This study also uses non-probability sampling techniques and the sampling technique uses accidental sampling techniques. The results of this study indicate that: (1) Products do not have a significant effect on customer satisfaction, (2) Price has a significant effect on customer satisfaction, and (3) Products and prices have a positive effect on customer satisfaction. Based on the results of the analysis and discussion using multiple linear regression as well as the t test (partially) and the F test (simultaneously), it can be concluded that: (1) The product has no effect on customer satisfaction. (2) Price has a significant effect on customer satisfaction. (3) Product and price simultaneously have a significant effect on customer satisfaction.