KEPUASAN PELANGGAN: PERAN KUALITAS PRODUK, PERSEPSI HARGA DAN SUASANA CAFE PADA COFFEE SHOP DI SEMARANG

Abstract

This study examines the effect of product quality, price perceptions and café atmosphere on customer satisfaction. This research was conducted at Anak Panah Kopi in Semarang. The sampling technique in this study used a purposive sampling technique, with the following criteria: adults and consumers/customers who have visited Anak Panah Kopi. The data collection technique uses a questionnaire that has been tested for validity and reliability. Data analysis in this study used regression analysis which aims to analyze the effect of product quality, price perceptions and café atmosphere on customer satisfaction at Anak Panah Kopi in Semarang. The results showed that product quality, price perceptions and café atmosphere had a positive and significant effect on customer satisfaction.