PENGARUH KUALITAS PELAYANAN TERHADAP NILAI YANG DIRASAKAN PELANGGAN BENTO KOPI UMY

This study aims to determine the influence of Service Quality which consists of Coffee Quality, Service, Food and Beverage, and Atmosphere toward Customer Perceived Value on Bento Kopi UMY. The samples in this study are customers who have visited and purchased Bento Kopi UMY product at least 2 times. The sample in this study amounted to 126 respondents who were selected by purposive sampling method. Analysis tool used in this study is multiple linear regression using IBM SPSS 22 software. Based on the results of the analysis carried out, the results obtained that Coffee Quality have a positive and significant effect on Customer Perceived Value, Service have a positive and significant effect on Customer Perceived Value, Food and Beverage have a positive and significant effect on Customer Perceived Value, and Atmosphere have a positive and significant effect on Customer Perceived Value. Service and atmosphere are the strongest indicators of customer perceived value. Meanwhile, food and beverage are the weakest indicators.