The Influence of Service Quality, Price, and Location on Customer Satisfaction at Kopi Kenangan Gatot Subroto Coffee Shop, Medan

Regita Natalia Siringo Ringo; Roy Dedi Ansarika

doi:10.63922/ijebir.v5i04.4002

Regita Natalia Siringo Ringo Management, PUI DIGITAL BUSINESS AND SMES (CBS), Prima Indonesia University
Roy Dedi Ansarika Management, PUI DIGITAL BUSINESS AND SMES (CBS), Prima Indonesia University

DOI: https://doi.org/10.63922/ijebir.v5i04.4002

Keywords: Customer Satisfaction, Location, Price, Service Quality, Store Atmosphere

Abstract

The growth of the coffee shop industry in Indonesia has increased business competition, making customer satisfaction an important factor in maintaining business sustainability. This study aims to analyze the influence of service quality, price, and location on customer satisfaction at Kopi Kenangan Gatot Subroto Medan Coffee Shop. This study uses a quantitative approach with an explanatory research design. The population of the study was all customers of Kopi Kenangan Gatot Subroto Medan with an unknown number of customers. The sample was determined using the Lemeshow formula and obtained 100 respondents through a purposive sampling technique. Data were collected using a Likert scale questionnaire and analyzed using multiple linear regression, validity test, reliability test, classical assumption test, t-test, F-test, and coefficient of determination. The results showed that service quality, price, and location significantly influenced customer satisfaction both partially and simultaneously. The coefficient of determination (Adjusted R²) value of 0.733 indicates that 73.3% of the variation in customer satisfaction can be explained by the three independent variables. The conclusion of this study is that Kopi Kenangan customer satisfaction is significantly influenced by service quality, price, and location, so that improvements in these three aspects can be an effective strategy in increasing customer satisfaction

References

Ariyani, A., & Fauzi, A. (2023). The effect of price, location, and service quality on consumer satisfaction. Journal of Economics and Management, 2(2), 23–28.
Desrianto, D., & Afridola, S. (2020). The influence of location and service on customer satisfaction at Coffee Town Bakery in Batam City. EMBA Journal, 8(1), 2020–2033.
Devi, DAC, Tunjungsari, KR, & Rinayanthi, NM (2022). The effect of service quality and price on customer satisfaction at Canteen Café Canggu. Scientific Journal of Tourism and Business, 1(12), 3523–3537.https://doi.org/10.22334/paris.v1i12.249
Dwi, MP, Novandi, H., & Prihadi, D. (2020). The influence of service quality, price, and location on customer satisfaction at Miss Laundry in Tegal City. Journal of Management and Business, 1(1), 26–37.
Garoda, ISS (2021). Analysis of the influence of service quality, price, promotion, and location on customer satisfaction at McDonald's Cijantung Restaurant. Syntax Literate: Indonesian Scientific Journal, 6(6), 2833–2845.https://doi.org/10.36418/syntax-literate.v6i6.3109
Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). Sage Publications.
Emzir. (2021). Educational research methodology: Quantitative and qualitative (revised edition). Rajawali Pers.
Ferdinand, A. (2020). Management research methods (5th edition). Diponegoro University Publishing Agency.
Ghozali, I. (2021). Multivariate analysis application with IBM SPSS 26 program (10th ed.). Diponegoro University Publishing Agency.
Sugiyono. (2022). Quantitative, qualitative, and R&D research methods (2nd edition). Alfabeta.
Sudaryono. (2021). Quantitative, qualitative, and mixed method research methodology (2nd edition). Rajawali Pers.