Pengaruh Harga, Brand Awareness, Dan Kualitas Layanan Terhadap Customer Satisfaction Pada Tomoro Coffee (Studi Pada Konsumen Mahasiswa Universitas Islam Malang)

Abstract

Abstract

This study aims to analyze the influence of Price, Brand Awareness, and Service Quality on Customer Satisfaction at Tomoro Coffee. The object of this research is students of Universitas Islam Malang who have purchased products at Tomoro Coffee. This study employed a quantitative approach using explanatory research. The sampling technique used was purposive sampling with a total of 90 respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that Price, Brand Awareness, and Service Quality simultaneously have a significant effect on Customer Satisfaction. Partially, Price has a positive and significant effect on Customer Satisfaction. Brand Awareness also has a positive and significant effect on Customer Satisfaction. Meanwhile, Service Quality does not have a significant effect on Customer Satisfaction.

Keywords: Price, Brand Awareness, Service Quality, Customer Satisfaction, Tomoro Coffee.