Management Science Research Journal
Vol. 5 No. 2 (2026): MAY 2026

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

Septian Adi, Muhammad (Unknown)
Pudjoprastyono, Hery (Unknown)

Article Info

Publish Date
18 May 2026

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.

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Journal Info
Management Science Research Journal
Website

Abbrev

msr

Publisher

PT Larva Wijaya Penerbit

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

The Journal of Management Science Research (MSR) is an International Journal which has committed to publishing empirical and theoretical research articles, that have a high impact on the management field as a whole. The journal encourages new ideas or new perspectives on existing research. The ...