Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Kepuasan Pelanggan pada Coffee Shop Kopi Kawa

Nafisah, Farrah Naras (2026) Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Kepuasan Pelanggan pada Coffee Shop Kopi Kawa. Sarjana (S1) thesis, Univesitas Islam 45.

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Abstract

The purpose of this study is to determine the effect of service quality, product quality, and price on customer satisfaction at Kopi Kawa. The population of this study consists of all customers who visited Kopi Kawa. The research sample includes 100 customers at the Kopi Kawa coffee shop who visited and purchased Kopi Kawa products. The method used in this study is quantitative, with data collected through online questionnaires distributed via Google Forms. Data analysis was conducted using statistical tests and multiple regression analysis with the IBM SPSS version 25 program. The results of this study indicate that the service quality variable (X1) does not have a significant effect on customer satisfaction, as evidenced by the t-test results showing that the calculated t-value is smaller than the t-table value (1.071 < 1.985) with a significance level of 0.287, which is greater than 0.05. Product quality (X2) has a significant effect on customer satisfaction, as evidenced by the t-test results showing that the calculated t-value is greater than the t-table value (2.445 > 1.985) with a significance level of 0.016, which is smaller than 0.05. Price (X3) also has a significant effect on customer satisfaction, as evidenced by the t-test results showing that the calculated t-value is greater than the t-table value (2.997 > 1.985) with a significance level of 0.003, which is smaller than 0.05.

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