PERAN MODERASI LOKASI TERHADAP PENGARUH ANTARA FASILITAS DENGAN KEPUASAN PELANGGAN PADA CAFE BARAVI

Abstract

The objectives of this study are: 1. To find out the description of facilities, location, and customer satisfaction at Cafe Baravi. 2. To find out the effect of facilities on customer satisfaction at Cafe Baravi. 3. To find out the effect of facilities on customer satisfaction moderated by Location at Cafe Baravi. This study uses a library research design and field research. The population in this study amounted to 53 people who were also used as samples. The types of data used in this study are qualitative data and quantitative data. The data sources used are primary data and secondary data. Data collection techniques are carried out by questionnaires, interviews, and documentation. The research instrument test is a validity test and a reliability test. The data analysis techniques used are normality tests, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this study can be concluded as follows: 1. Facilities, customer satisfaction and location are good. 2. There is a strong and positive influence between facilities on customer satisfaction and facilities with location as a moderating variable. 3. There is a strong and positive relationship between facilities on customer satisfaction and facilities on customer satisfaction moderated by location. The high and low customer satisfaction can be explained by facilities and location as moderating variables. 4. Hypothesis H0 is rejected, meaning that facilities have an influence and are significant on customer satisfaction, then location is able to significantly moderate the relationship, facilities with customer satisfaction at Cafe Baravi.