The Effect of Service Quality, Digital Marketing, Brand Image, and Price on Customer Satisfaction at Janji Jiwa Coffee in Samarinda

Din Ura; Dian Irma Aprianti; Zamroji Al Mursyid

doi:10.63922/ijebir.v5i05.6276

Din Ura Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Gama Mahakam Samarinda, Indonesia
Dian Irma Aprianti Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Gama Mahakam Samarinda, Indonesia
Zamroji Al Mursyid Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Gama Mahakam Samarinda, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6276

Keywords: Keywords: Service quality; Digital marketing; Brand image; Price; Customer satisfaction with Kopi Janji Jiwa

Abstract

Competition in Indonesia’s coffee shop industry is driving companies to improve customer satisfaction through service quality, digital marketing, brand image, and pricing that aligns with consumer perceptions. This study aims to analyze the influence of service quality, digital marketing, brand image, and price on customer satisfaction at Kopi Janji Jiwa in Samarinda, both partially and simultaneously. This study employs a quantitative approach using a survey method. The sample consisted of 150 respondents selected using purposive sampling. Data were collected via a questionnaire and analyzed using IBM SPSS Statistics version 27 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) test. The results indicate that service quality, digital marketing, and price have a positive and significant effect on customer satisfaction, whereas brand image does not have a significant effect on customer satisfaction. Collectively, service quality, digital marketing, brand image, and price have a significant effect on customer satisfaction with an R-squared value of 0.696, indicating that 69.6% of the variation in customer satisfaction can be explained by the variables in the research model, while the remaining 30.4% is explained by other factors outside the model. This study concludes that improving service quality, strengthening digital marketing, and setting prices that align with consumers’ perceived value are key factors in enhancing customer satisfaction with Kopi Janji Jiwa in Samarinda.

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