Pengaruh Kualitas Pelayanan, Persepsi Harga, Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Konsumen Kopi Kenangan di Ruko Ngagel, Surabaya. (The Influence of Service Quality, Price Perception, and Customer Satisfaction on Customer Loyalty Among Kopi Kenangan Consumers at Ngagel Ruko, Surabaya).

Letisia, Letisia (2025) Pengaruh Kualitas Pelayanan, Persepsi Harga, Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Konsumen Kopi Kenangan di Ruko Ngagel, Surabaya. (The Influence of Service Quality, Price Perception, and Customer Satisfaction on Customer Loyalty Among Kopi Kenangan Consumers at Ngagel Ruko, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Kopi merupakan salah satu minuman yang sangat populer dan memiliki sejarah panjang di Indonesia. Sebagai negara penghasil kopi terbesar keempat di dunia, Indonesia telah lama dikenal dengan kualitas kopi yang unggul. Kopi Kenangan adalah salah satu merek kopi lokal yang telah berhasil menarik perhatian banyak konsumen di Indonesia. Berdiri pada tahun 2017, Kopi Kenangan dengan cepat berkembang dan kini memiliki lebih dari 500 gerai yang tersebar di seluruh Indonesia. Keberhasilan Kopi Kenangan tidak hanya dipengaruhi oleh kualitas kopi yang ditawarkan, tetapi juga oleh inovasi dalam layanan pelanggan dan pendekatan pemasaran yang efektif. Tujuan penelitian ini adalah untuk membuktikan dan menganalisis pengaruh kualitas layanan, persepsi harga, dan kepuasan pelanggan terhadap loyalitas pelanggan pada konsumen kopi kenangan di Ruko Ngagel, Surabaya. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel yang melibatkan 100 responden yang merupakan pelanggan Patas Jastip. Data yang diperoleh diolah menggunakan SPSS versi 26.0, dan uji yang digunakan dalam penelitian ini meliputi Uji Instrumen (Uji Validitas dan Uji Reliabilitas), Uji Asumsi Klasik (Uji Normalitas, Uji Multikolinieritas, dan Uji Heteroskedastisitas), Analisis Regresi Linier Berganda, dan Uji Koefisien Determinasi, sedangkan uji hipotesis menggunakan Uji F dan Uji T. Hasil penelitian menunjukkan bahwa variabel kualitas layanan, persepsi harga dan kepuasan pelanggan memiliki pengaruh signifikan terhadap loyalitas pelanggan pada konsumen kopi kenangan di Ruko Ngagel, Surabaya. Secara simultan, variabel kualitas layanan, kepercayaan, dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan pada konsumen kopi kenangan di Ruko Ngagel, Surabaya.

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