NGARUH KUALITAS PELAYANAN, LOKASI, DAN PERSEPSI HARGA TERHADAP KEPUASAN KONSUMEN (Studi pada Café 1912 Yogyakarta)

his study aims to analyze the effect of service quality, location, and price
perception on customer satisfaction at café 1912. Subjects in this study were
consumers who had shopped at café 1912. In this study, 125 respondents were
determined as a sample using purposive sampling method. The analysis method
used is multiple regression analysis method and uses validity test, reliability test,
T test, F test, and the coefficient of determination.
Based on the analysis that has been carried out, the results obtained a
significance value of 0.00, which means less than 0.05 (<0.05) so that service
quality, location, and price perception simultaneously have a significant effect on
customer satisfaction. While the coefficient of determination analysis shows a
figure of 0.543 or 54.3%, which means that service quality, location, and price
perception together affect customer satisfaction by 54.3%, while the remaining
45.7% is likely influenced by other factors not examined in this study.