BAKRI, RIDHO DAMARA (2025) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA KAFE WONGLIMO COFFEE & EATERY (Studi pada CV. WONGLIMO LIMASAN). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The level of customer satisfaction after comparing the product or service received with what is expected is called customer satisfaction. These expectations arise from their first experience of buying goods or services. Comments from acquaintances and friends, as well as promises and information from marketers and their competitors. Marketers who want to compete must consider customer desires and satisfaction. This study aims to test and analyze the effect of price perceptions, product quality, service quality on customer satisfaction at Wonglimo Coffee & Eatery Cafe. The research method used in this research is quantitative method. The sample used was 195 respondents at Wonglimo Coffee & Eatery Cafe using data collection techniques using a questionnaire. The data analysis techniques used in this study include outer model tests (Convergent Validity, Discriminat Validity, Average Variance Extracted, Composite Reability), Inner model hypothesis testing (R square value, Goodness of Fit Model, F square, Boostraping). The data analysis tool used in this research is the Structural Equation Model (SEM) with the Smart PLS 4.0 analysis tool. Keywords: Price Perception, Product Quality, Service Quality, Customer Satisfaction, Wonglimo Coffee & Eatery Café Level kepuasan pelanggan setelah membandingkan produk atau jasa yang diterima dengan apa yang diharapkan disebut kepuasan pelanggan. Harapan ini muncul dari pengalaman pertama mereka membeli barang atau jasa. Komentar dari kenalan dan teman, serta janji dan informasi dari pemasar dan pesaingnya. Pemasar yang ingin bersaing harus mempertimbangkan keinginan dan kepuasan pelanggan. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh persepsi harga, kualitas produk, kualitas pelayanan terhadap kepuasan pelanggan pada Kafe Wonglimo Coffee & Eatery. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Sampel yang dipergunakan sebanyak 195 responden pada Kafe Wonglimo Coffee & Eatery dengan menggunakan teknik pengumpulan data menggunakan kuesioner. Teknik analisis data yang digunakan dalam penelitian ini meliputi uji outer model (Convergent Validity, Discriminat Validity, Average Variance Extracted, Composite Reability), Uji hipotesis inner model (Nilai R square, Goodness of Fit Model, F square, Boostraping). Alat analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart PLS 4.0. Kata Kunci : Persepsi Harga, Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan, Kafe Wonglimo Coffee & Eatery
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