Pengaruh Variasi Menu, Persepsi Harga, dan Lokasi Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Pada Cafe Risalah Kopi Surabaya. (The Influence of Menu Variations, Price Perceptions, and Location on Consumer Loyalty Through Customer Satisfaction at Cafe Risalah Kopi Surabaya).

Rayhan, Moh. Iqbal (2023) Pengaruh Variasi Menu, Persepsi Harga, dan Lokasi Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Pada Cafe Risalah Kopi Surabaya. (The Influence of Menu Variations, Price Perceptions, and Location on Consumer Loyalty Through Customer Satisfaction at Cafe Risalah Kopi Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine whether there is an influence between the variables of menu variation, price perception, and location on consumer loyalty through customer satisfaction at Cafe Risalah Kopi Surabaya. The type of research used is quantitative research. The population of this study were consumers of cafe Risalah Kopi Surabaya who had made at least two purchases, with a sample size of 100 people. The data collection technique used a questionnaire and the data analysis technique used SmartPLS 4.0. The results showed that menu variations have a positive and significant effect on customer satisfaction and customer loyalty, price perceptions have a positive and significant effect on customer satisfaction and customer loyalty, location has a positive and significant effect on customer satisfaction and customer loyalty, and customer satisfaction has a positive and significant effect on customer loyalty. Keywords : Menu Variety, Price Perception, Location, Consumer Satisfaction, Consumer Loyalty

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