PENGARUH KUALITAS PRODUK, PERSEPSI HARGA,DAN CITA RASA UNTUK MENINGKATKAN KEPUASAN PELANGGAN CAFE BELI KOPI DI BUBUTAN SURABAYA

Putri Ayu Zakiya; Yuliar Kartika Wijayanti

doi:10.61722/jemba.v2i6.1535

Authors

Putri Ayu Zakiya Universitas 17 Agustus 1945 Surabaya
Yuliar Kartika Wijayanti Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.61722/jemba.v2i6.1535

Keywords:

Product Quality, Price Perception, Taste, and Customer Satisfaction

Abstract

This study aims to test and analyze the influence of product quality, price perception, and taste to increase customer satisfaction at Cafe Beli Kopi in Bubutan Surabaya. This research method uses a quantitative approach. The population in the study includes Beli Kopi consumers consisting of teenagers, students, and adults in the city of Surabaya. Because the population size cannot be known with certainty, the determination of the number of samples is carried out using the Lemeshow formula (Riyanto Slamet, 2020:13). The sample used in this study was 100 respondents,namely Beli Kopi consumers in the Bubutan area, Surabaya. The analysis techniques used include descriptive analysis, validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing with the help of IBM SPSS Statistics software.

References

Anaka, M.,(2023). The impact of social media on consumer behavior. International

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2020). Marketing:Introduction (14th ed.). Pearson Education.

Cravens, D. W., & Piercy, N. F. (2021). Strategic Marketing (11th ed.). McGraw-Hill Education. Creswell, J. W. (2020). Research Design: Qualitative, Quantitative, and Mixed

Factors Influencing Decision Making"

Geng, Y., (2023). Exploring consumer behavior in digital markets. Journal of

Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21. Semarang: Badan Penerbit Universitas Diponegoro

Gummesson, E. (2022). The importance of customer experience in marketing.Hill

Homburg, C.,(2024). The role of customer insights in marketing strategy. Journal

Interactive Marketing, 45(2), 102-115. Shanghai: Elsevier

Journal of Business Research. (2021). "Building Customer Loyalty through Journal of Consumer Research. (2021). "Understanding Consumer Perception Journal of Consumer Research. (2021). "Understanding Consumer Behavior:

Journal of Marketing Studies, 15(2), 75-90. Bandung: Alfabeta.

Journal of Service Management 145-160.London:Emerald Group Publishing

Juliandi, A (2014) Manajemen Pemasaran: Teori dan Praktik. Jakarta

Kotler, P., & Keller, K. L. (2021). Manajemen Pemasaran (Edisi 15). Jakarta: Erlangga Kuncoro, M. (2013). Manajemen Pemasaran (hal. 45-60). Yogyakarta: UPP STIM YKPN

Lamb, C. W., Hair, J. F., & McDaniel, C. (2021). MKTG: Principles of Marketing (13th ed.). Cengage Learning.

Methods Approaches (5th ed.). Los Angeles: SAGE Publications

Monroe, K. B. (2020). Pricing: Making Profitable Decisions. New York: McGraw- of Marketing Research, 61(1), 1-20. Berlin: Springer of Price”

Pearson Education, Inc.: New York Relationship Marketing"

Rifai, A. I., & Oetomo, H. W. (2016).Manajemen Pemasaran:Pendekatan Praktis dan Teoritis.Yogyakarta: Penerbit Andi

Saladin, D. (2021). Manajemen Pemasaran. Jakarta: Salemba Empat

Service Research, 26(3), 123-145. New York: SAGE Publications

Solomon, M. R. (2022). Consumer Behavior: Buying, Having, and Being (13th ed.).

Stevens, S. S. (2020). Skala Pengukuran dalam Penelitian (hal. 50-70). Jakarta

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (hal. 123-135). Bandung: Alfabeta. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta

Tjiptono, F., & Chandra, G. (2020). Pemasaran Strategik (Edisi Revisi). Andi Offset. Zeithaml, V. A., (2023). Understanding the role of fit in product quality. Journal of