PENGARUH VARIASI PRODUK, HARGA, DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA NEWBORN COFFEE and FRIENDS SURABAYA

Abstract

The rapid development of the cafe business in Surabaya is an opportunity as well as a challenge that must be faced by New Born Coffee and Friend Surabaya. As a company engaged in services, customer satisfaction is the key to success in competition. The purpose of this study was to determine the effect of product variation, price, and location on customer satisfaction at New Born Coffee and Friend Surabaya.

The data collection method is by using a questionnaire and observation method, the research sample is 32 people using accidental sampling. The data were tested by validity and reliability tests and processed by SPSS and the data analysis method used was the multiple linear regression test method. The results showed that product variation had no significant effect on customer satisfaction, price had no significant effect on customer satisfaction, and location had no significant effect on customer satisfaction.