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All Journal Management Science Research Journal
Muhammad Septian Adi
UPN “Veteran” Jawa Timur, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF SERVICE QUALITY, PROMOTION AND PRICE PERCEPTION ON CUSTOMER LOYALTY AT THE BUMANTARA COFFEE SHOP IN SURABAYA CITY: THE EFFECT OF SERVICE QUALITY, PROMOTION AND PRICE PERCEPTION ON CUSTOMER LOYALTY AT THE BUMANTARA COFFEE SHOP IN SURABAYA CITY Muhammad Septian Adi; Hery Pudjoprastyono
Management Science Research Journal Vol. 5 No. 2 (2026): MAY 2026
Publisher : PT Larva Wijaya Penerbit

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56548/msr.v5i2.213

Abstract

This study aims to analyze the effect of service quality, promotion, and price perception on customer loyalty at Toko Kopi Bumantara in Surabaya. The research employs a quantitative approach, with data collected throughquestionnaires distributed to customers and analyzed usingthe Partial Least Square (PLS) method. The independentvariables include service quality, promotion, and priceperception, while the dependent variable is customer loyalty. The results indicate that service quality, promotion, and priceperception have a positive and significant effect on customerloyalty. These findings suggest that improving servicequality, implementing effective promotional strategies, andmaintaining favorable price perceptions can enhancecustomer loyalty sustainably.
Co-Authors Hery Pudjoprastyono