Analisis Kepuasan Konsumen Terhadap Kualitas Produk Dan Harga Di Starbucks Coffee Transmart Malang

Abstract

Abstract

This research aims to deeply analyze and explore the perceptions, meanings, and experiences of loyal consumers at Starbucks Coffee Transmart Malang concerning the roles of Product Quality and Price in shaping Consumer Satisfaction. Specifically, this study sought to ascertain the consumers' perspectives on the significance of product quality indicators and the selling price of products at the specific outlet. The study employed a qualitative research design with a descriptive (naturalistic) approach. Data were collected through in-depth interviews and documentation from loyal consumers who frequently visited and performed repeat orders at Starbucks Coffee Transmart Malang. The findings reveal that loyal consumers expressed a high level of satisfaction, which is reflected in their willingness to Recommend the Product (Word-of-Mouth) and their Willingness to Pay a Premium. This satisfaction is driven by the perception that the premium price paid is commensurate with or exceeds the total benefits and product quality received (perceived value). The consistency of the beverage's taste and temperature (Conformance) emerges as a key differentiating factor that justifies the relatively high price. Furthermore, customer loyalty is strongly influenced by the presentation Style and non-product benefits, such as the comfortable store atmosphere and the consistent premium lifestyle experience associated with the brand.

Keywords: Consumer Satisfaction, Product Quality, Price, Qualitative.