Pengaruh Kualitas pelayanan dan Harga terhadap kepuasan pelanggan pada Kopi lain Hati LUWUK

Abstract

       This research aims to determine and analyze the partial and simultaneous influence of service quality and price on customer satisfaction at Kopi Lain Hati Luwuk. Data collection uses primary data obtained from questionnaires. The sample was determined using the saturated sample method, so that the sample in this study was 72 respondents from 45 populations. The results of the questionnaire have been tested for validity and reliability, and classical assumptions in the form of normality assumptions and multicollinearity assumptions have also been tested. The data analysis method uses multiple regression analysis techniques.

       The research results show that the first hypothesis is accepted because service quality makes a real contribution to customer satisfaction. The second hypothesis is accepted because price makes a real contribution to customer satisfaction. The third hypothesis is accepted because Service Quality and Price make a real contribution to Customer Satisfaction.