DELLA SEPTIANA HUTASUHUT, NPM 2201100040 (2026) PENGARUH SERVQUAL, HARGA DAN CUSTOMER EXPERIENCE TERHADAP KEPUASAN PELANGGAN COFFEE SHOP HDS. Tugas_Akhir(Artikel) Bongaya Journal for Research in Management, 9 (2). pp. 78-90. ISSN 2615-8868(e-ISSN)
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Abstract
Customer satisfaction is of utmost importance for businesses operating in the food service industry amid today’s increasingly intense business competition. One strategic advantage for businesses regarding the importance of maintaining customer satisfaction is the long-term and cumulative benefits it yields. The purpose of this study is to determine the partial and combined effects of service quality, price, and customer experience on customer satisfaction at HDS Coffee Shop. This study is a quantitative descriptive research using a sample of 100 customers of Coffee Shop HDS in Cikampak, South Labuhanbatu Regency. Multiple linear regression analysis was employed for data analysis. The conclusion of this study is that the profile of respondents who are customers of Coffee Shop HDS consists of male customers belonging to Generation Z. The results indicate that service quality influences customer satisfaction; the price variable has a positive and significant effect on customer satisfaction; the customer experience variable influences customer satisfaction; and service quality, price, and customer experience collectively influence customer satisfaction. Keywords: Service Quality, Price, Customer Experience, Customer Satisfaction ============================================================================================= Kepuasan pelanggan merupakan hal yang sangat penting bagi pelaku usaha yang bergerak di bidang jasa pengelola makanan dalam kondisi persaingan bisnis yang semakin ketat seperti saat ini. Salah satu keuntungan strategi bagi pelaku usaha tentang pentingnya mempertahankan kepuasan pelanggan adalah imbalan dari kepuasan yang bersifat jangka panjang dan kumulatif. Tujuan penelitian ini untuk mengetahui pengaruh parsial dan serempak variabel service quality, harga, customer experience terhadap kepuasan pelanggan Coffee Shop HDS. Jenis penelitian ini merupakan penelitian deskriptif kuantitatif yang menggunakan sampel sebanyak 100 orang pelanggan Coffee Shop HDS Cikampak Kabupaten Labuhanbatu Selatan. Dalam analisis data menggunakan analisis regresi linier berganda. Kesimpulan dari penelitian ini bahwa profil responden yang menjadi pelanggan Coffee shop HDS adalah jenis kelamin pria yang merupakan generasi z. Hasil penelitian menunjukan bahwa service quality berpengaruh terhadap kepuasan pelanggan, variabel harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan, variabel customer experience memberikan pengaruh terhadap kepuasan pelanggan dan secara serempak service quality, harga dan customers experience memberikan pengaruh terhadap kepuasan pelanggan. Keywords: Service Quality, Harga, Customer Experience, Kepuasan Pelanggan
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Service Quality, Price, Customer Experience, Customer Satisfaction================Service Quality, Harga, Customer Experience, Kepuasan Pelanggan |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 05 Jun 2026 04:03 |
| Last Modified: | 05 Jun 2026 04:03 |
| URI: | http://repository.ulb.ac.id/id/eprint/2499 |
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