Pengaruh Kualitas Pelayanan, Persepsi Harga dan Lokasi Terhadap Kepuasan Konsumen pada Warkop BGST (Bagus Sopan Terpelajar)

Dzuhri, Zidane Faturrahman (2026) Pengaruh Kualitas Pelayanan, Persepsi Harga dan Lokasi Terhadap Kepuasan Konsumen pada Warkop BGST (Bagus Sopan Terpelajar). Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to determine the influence of service quality, price perception, and location on consumer satisfaction at Warkop BGST (Bagus Sopan Terpelajar). The study population consists of consumers who have consumed food and beverages at Warkop BGST. A descriptive research method with a quantitative approach was employed. Data were gathered through questionnaires, interviews, and a literature review, with a sample size of 100 respondents. Data analysis involved statistical testing and multiple linear regression calculations using the SPSS 29 (Statistical Product and Service Solutions) software. The results indicate that, collectively, the variables of service quality, price perception, and location have a significant effect on consumer satisfaction. Individually, service quality and price perception have a positive and significant effect on consumer satisfaction, whereas location does not. The third hypothesis was not supported; this may be attributed to the presence of numerous similar coffee shop businesses, as well as the shop's remote location and poor traffic conditions. The coefficient of determination shows an R-squared value of 56%, indicating that 56% of the variance in the dependent variable is explained by the independent variables, while the remaining 44% is explained by other variables not examined in this study.

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