Pengaruh Suasana Café Dan Harga Terhadap Kepuasan Pelanggan (Studi Pada Café Koniciwa Di Kota Palu) - Amir, Mirna; Santi, Ira Nuriya (Universitas PGRI Palembang, 2024)
ABSTRAK Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh variabel suasana café dan harga terhadap kepuasan pelanggan Café Koniciwa di Kota Palu. Jenis penelitian ini adalah deskriptif kausal. Pengumpulan data dilakukan dengan metode survey melalui penyebaran kuesioner. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel penelitian sebanyak 105 responden. Teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa variabel suasana café dan harga secara serempak berpengaruh signifikan terhadap kepuasan pelanggan. Suasana cafe secara parsial berpengaruh positif dan signifikan terhadap kepuasan kepuasan pelanggan, harga secara parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kata Kunci: Suasana Cafe, Harga, Kepuasan Pelanggan. ABSTRACT This study aims to test and analyze the influence of café atmosphere and price on customer satisfaction at Koniciwa Café in Palu City. This type of research is causal descriptive. Data collection was carried out using a survey method through distributing questionnaires. The sampling technique uses purposive sampling and determining the number of samples uses Roscoe theory. Total research sample was 105 respondents. The data analysis technique uses multiple linear regression The results of the research show that the variables of café atmosphere and price simultaneously have a significant effect on customer satisfaction. Cafe atmosphere partially has a positive and significant effect on customer satisfaction, price partially has a positive and significant effect on customer satisfaction. Keywords : Café Atmosphere, Price, Consumer Satisfaction.