PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN DI KEDAI KOPI TJAP GILING MALANG

The purpose of this study is to analyze the influence of service quality, product quality, and price on consumer satisfaction at Tjap Giling Malang coffee shop. This study uses a quantitative method with data collection using a questionnaire distributed to 100 respondents who are consumers of Tjap Giling Malang Coffee Shop. The data obtained were then analyzed using multiple linear regression to determine the influence of independent variables on dependent variables. Based on the results of the study, service quality has a positive and significant effect on consumer satisfaction at Tjap Giling Malang Coffee Shop, product quality has a positive and significant effect on consumer satisfaction at Tjap Giling Malang Coffee Shop, price has a positive and significant effect on Tjap Giling Malang Coffee Shop, product quality is the dominant variable on purchase satisfaction at Tjap Giling Malang Coffee Shop, meaning that consumer satisfaction is more influenced by product quality.