<![CDATA[Abstrak Perkembangan kedai kopi di Surabaya saat ini sedang berkembang pesat. Di penelitian ini peneliti ingin melihat kepuasan dari sudut pandang persepsi nilai yang terdiri dari persepsi nilai fungsional, persepsi nilai harga, persepsi nilai emosional, dan persepsi nilai sosial. Teknik analisa data yang digunakan adalah regresi linear berganda. Responden dalam penelitian ini berjumlah 84 orang. Hasil penelitian ini menunjukkan bahwa persepsi nilai fungsional dan nilai harga mempengaruhi positif dan siginifikan terhadap kepuasan konsumen. Persepsi nilai harga yang memiliki hasil paling dominan diantara variabel lainnya. Kata Kunci: Persepsi nilai, Persepsi nilai fungsional, Persepsi nilai harga, Persepsi nilai emosional, Persepsi nilai sosial, kepuasan konsumen, dan kedai kopi Abstract The development of coffee shops in Surabaya is currently growing rapidly. In this study, researchers wanted to see satisfaction from the perspective of perceived value consisting of perceived functional value, perceived price value, perceived emotional value, and perceived social value. The analysis technique used is multiple linear regression. Respondents in this study were 84 people. The results of this study indicate that perceived functional value and perceived price value have a positive and significant effect on customer satisfaction. Perceived price value has the most dominant results among the other variables. Keywords: Perceived Value, Percecived functional value, Perceived price value, Perceived emotional value, dan Perceived social value, Customer satisfaction dan coffeeshop.]]>
