PENGARUH HARGA DAN LOKASI TERHADAP KEPUASAN PELANGGAN PADA CAFE PUBLIK KOPI PEMATANGSIANTAR
Abstract
The purposes of this study are to determine: 1. The description of price, location, and customer satisfaction at Cafe Publik Kopi Pematangsiantar. 2. The influence of price and location on customer satisfaction at Cafe Publik Kopi Pematangsiantar either simultaneously and partially.This research is conducted using library research and field research design. The population of this research is the total number of 40 customer at Cafe Publik Kopi Pematangsiantar. The types of data used are qualitative data and quantitative data. Sources of data used are primary data and secondary data. Data are collected by means of questionnaires, interviews, and documentation. The research instrument test is validity test and reliability test. The analysis technique used are normality test, qualitative descriptive analysis, and quantitative descriptive analysis.
The results of this study can be concluded that: 1. Price and location are good, and customer is satisfied. 2. There is positive influence between price and location on customer satisfaction both either simultaneously and partially. 3. There is moderatrerly high correlation between price and location with customer satisfaction. Then the level of customer satisfaction can be explained by price and location. 4. Hypothesis H0 is rejected, meaning that price and location have positive and significant influence on customer satisfaction at Cafe Publik Kopi Pematangsiantar both simultaneously and partially.
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