PENGARUH PELAYANAN PRIMA DAN HARGA TERHADAP KEPUASAN PELANGGAN DI COFFEE PLACE MAKASSAR

Abstract

Nur Zulfiana. 2021. The Effect of Excellent Service and Price toward Customer Satisfaction at Coffee Place Makassar, supervised by Fitriani Latief. This study aims to (a) determine whether excellent service and price partially affect customer satisfaction (b) determine whether excellent service and price simultaneously influence customer satisfaction and (c) to determine which variable is the most dominant in customer satisfaction. The research sample consisted of 92 respondents, namely the Coffee Place Makassar customers. This study uses multiple linear regression analysis method with data collection using a Likert scale questionnaire. The results of this study are (a) Excellent Service and Price have a significant influence on Customer Satisfaction at the Coffee Place, (b) Excellent Service and Price together (simultaneously) have a significant effect on Customer Satisfaction at the Coffee Place and (c) Excellent Service is the most dominant variable of the two Independent Variables because it has the highest value among them.