PENGARUH HARGA TERHADAP KEPUASAN PELANGGAN DI CAFE KOPI MASSA KOK TONG LIM MING TEBING TINGGI

Maria Veronika Marpaung; Marheni Eka Saputri

doi:10.31955/mea.v5i3.1418

Maria Veronika Marpaung Universitas Telkom, Bandung
Marheni Eka Saputri Universitas Telkom, Bandung

DOI: https://doi.org/10.31955/mea.v5i3.1418

Abstract

The growth of the culinary business in Tebing Tinggi City is growing as evidenced by the increasing number of cafes with various concepts. So that the level of competition is getting higher, one of which is the Kopi Massa Kok Tong Lim Ming Tebing Tinggi cafe. Problems occur, namely the decline in sales which is a reference for cafe owners to increase sales by improving the level of consumer satisfaction, one of the factors is pricing. This study aims to determine and analyze the effect of price on customer satisfaction.

The research method used in this research is quantitative method with descriptive-causality research type. Sampling was done by non-probability sampling technique used is accidental sampling of the number of respondents 100 consumers from Café Kopi Massa Kok Tong Lim Ming located in Tebing Tinggi. The data analysis technique used is descriptive analysis and simple linear regression analysis.

The results of the research based on descriptive analysis for the price variable are in a fairly good category, the customer satisfaction variable is in a good category and there is a positive and significant influence between price and customer satisfaction of 74.3% and the rest is influenced by other factors not examined.

References

Alma, B. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.
Danang Sunyoto. (2013). Dasar-Dasar Manajemen Pemasaran. CAPS.
Fitriyanto, E. (2017). Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Cafe Panas Dalam. Universitas Pasundan.
Gumilar, A. (2017). Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasaan Pelanggan Di Cafe Halaman. Universitas Pasundan.
Kotler, P. and Keller. L. K. (2016). Marketing Managemen, 15th Edition. Pearson Education,Inc.
Sugiyono. (2016). Metode Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Alfabeta.
Suwardi. (2013). Menuju Kepuasan Pelanggan Melalui Penciptaan Kualitas Pelayanan. Jurnal Pengembangan Humaniora . Vol. 11, No.1.
Wibowo, S. F., & Karimah, M. P. (2012). Pengaruh Iklan Televisi dan Harga Terhadap Keputusan Pembelian Sabun Lux ( Survei Pada Pengunjung Mega Bekasi Hypermall). Jurnal Riset Manajemen Sains Indonesia (JRMSI), 3(1), 1–15.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.