Pengaruh Presepsi Harga, Kualitas Pelayanan dan Promosi Terhadap Kepuasan Konsumen Kopi Tukusini Jl. Raya Pagerwojo 11 A Sidoarjo. (The Influence of Price Perception, Service Quality and Promotionto The Satisfaction of Tukusini Coffee Consumers Jl. Raya Pagerwojo 11 A Sidoarjo).

Ashari, Alfiansyah (2023) Pengaruh Presepsi Harga, Kualitas Pelayanan dan Promosi Terhadap Kepuasan Konsumen Kopi Tukusini Jl. Raya Pagerwojo 11 A Sidoarjo. (The Influence of Price Perception, Service Quality and Promotionto The Satisfaction of Tukusini Coffee Consumers Jl. Raya Pagerwojo 11 A Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to explore perspectives on price, service quality, and promotion, as well as their impact on customer satisfaction at Caffe Tukusini in Sidoarjo. The study attempts to analyze and depict the interconnection between independent and dependent variables in the context of this research. The applied research methodology is a cause-and�effect relationship study involving 100 respondents from Caffe Tukusini's customers in Sidoarjo. Data collection is conducted through the use of a questionnaire with responses evaluated using a five-point Likert scale. The sampling method employed is Purposive Random Sampling. Multiple Linear Regression analysis is used to identify the direction and level of impact of independent and dependent variables. Each response from the participants will be thoroughly examined in the sub-chapters of the discussion. The approach used in this research is a quantitative method. The validity and reliability of the instruments are tested, and classical assumption tests, such as normality, multicollinearity, heteroskedasticity, and autocorrelation tests, are performed. Data analysis is carried out using multiple linear regression analysis. The research findings indicate that the perception of price has the most significant influence, with a beta value of 0.339 and a significance value of 0.003, while promotion has the smallest impact on customer satisfaction, with a beta value of 0.094 and a significance value of 0.363. From these results, it can be concluded that the perception of price plays a dominant role in shaping customer satisfaction.

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