THE INFLUENCE OF SERVICE QUALITY, PRICE, AND PROMOTION ON CUSTOMER SATISFACTION AT CAFFE ANGKRINGAN SAKKAREPMU

Abstract

This study aims to analyze the influence of service quality, price, and promotion on customer satisfaction at Caffe Angkringan Sakkarepmu. The background of this research is based on the increasingly intense business competition. The growing number of similar businesses has pushed business owners to make optimal efforts to attract customers and provide satisfaction. This research employs a quantitative approach. Data collection methods include interviews, questionnaires, and observations. The population in this study consists of the customers of Caffe Angkringan Sakkarepmu, with a sample of 100 respondents selected using random sampling. The research results show that service quality, price, and promotion have a significant effect on customer satisfaction both partially and simultaneously. Among the three variables, promotion is found to be the most dominant influencing factor. This study recommends that business owners pay close attention to these three variables, as their synergy can enhance customer satisfaction and thus help the business survive and grow.