Pengaruh Relationship Marketing, Fasilitas, Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Komunitas Coffee and Space Surabaya Pada Kalangan Mahasiswa di Surabaya. (The Influence of Relationship Marketing, Facilities, and Service Quality on Customer Satisfaction of the Coffee and Space Community in Surabaya Among Students in Surabaya).

Nanda, Septi Calista (2025) Pengaruh Relationship Marketing, Fasilitas, Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Komunitas Coffee and Space Surabaya Pada Kalangan Mahasiswa di Surabaya. (The Influence of Relationship Marketing, Facilities, and Service Quality on Customer Satisfaction of the Coffee and Space Community in Surabaya Among Students in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the midst of the rapid development of the food and beverage industry in Indonesia, the café business is growing not only as a place to enjoy coffee, but also as a modern lifestyle space, especially for students. The Coffee and Space community in Surabaya is present as a favorite place for students to study, discuss, and relax in a comfortable atmosphere. This study aims to examine the effect of Relationship Marketing, Facilities, and Service Quality on Customer Satisfaction at Coffee and Space Community. With a quantitative approach, data was collected through questionnaires from 96 active student respondents who are customers of the Coffee and Space Community using purposive sampling technique. Data analysis was carried out using validity test, reliability test, classical assumption test (normality, multicollinearity, heteroscedasticity and linearity), multiple linear regression analysis and Determinant Coefficient. The regression test results reveal that the three variables contribute significantly in shaping customer satisfaction. The results of this study confirm the importance of building close and personal relationships with customers through a strategy of cooperative relationships between good customers and companies, providing adequate and comfortable facilities for customers, and maintaining service quality. These three factors are the main keys in winning the increasingly fierce competition in the student market segment. Therefore, the management of Komunitas Coffee And Space is advised to continue developing relationship-based marketing strategies and improving convenience and service quality to maintain customer loyalty. With the right strategy and focusing on customer needs, this café has the potential to continue to be the main choice of students in fulfilling their lifestyle and daily activities.

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