Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Konsumen pada Kopi Kenangan Lenteng Agung di Tanjung Barat Jakarta Selatan

Abstract

This study examines the partial and simultaneous effects of service quality and price on consumer satisfaction at Kopi Kenangan Lenteng Agung, Tanjung Barat, South Jakarta. The study was motivated by the rapid growth of Indonesia’s coffee shop industry and the continuing presence of consumer complaints regarding service quality. These conditions indicate that maintaining service quality and implementing appropriate pricing strategies are essential for sustaining consumer satisfaction. This study employed a quantitative approach with a causal-associative research design. Primary data were collected by distributing online questionnaires to consumers selected through purposive sampling. The data were analyzed using validity and reliability testing, classical assumption testing, multiple linear regression analysis, hypothesis testing, and coefficient of determination analysis. The findings demonstrate that service quality has a positive and significant effect on consumer satisfaction. Price also has a positive and significant effect on consumer satisfaction. Furthermore, service quality and price simultaneously have a significant effect on consumer satisfaction. Service quality was identified as the more influential variable in explaining consumer satisfaction. These findings suggest that improving service consistency, employee responsiveness, and customer interactions, while maintaining prices that reflect product quality and perceived benefits, can strengthen consumer satisfaction at Kopi Kenangan Lenteng Agung.