PENGARUH PERSEPSI HARGA DAN SUASANA TERHADAP KEPUASAN KONSUMEN KEDAI KOPI

(Studi Pada Mato Kopi Selokan Mataram Yogyakarta)

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga dan suasana terhadap kepuasan konsumen di Mato Kopi Selokan Mataram Yogyakarta .penelitian ini menggunakan metode kuantitatif dengan pendekatan survei melalui kuesioner yang dibagikan kepada 100 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling, sedangkan teknik analisis data menggunakan regresi linier berganda. Hasil analisis menunjukkan bahwa persepsi harga berpengaruh signifikan terhadap kepuasan konsumen dengan nilai signifikansi < 0.001 dan nilai t hitung sebesar 4.641, serta koefisien regresi sebesar 0.456. Variabel suasana juga menunjukkan pengaruh signifikan dengan nilai signifikansi < 0.001, nilai t hitung sebesar 3.495, dan koefisien regresi sebesar 0.301. Secara simultan, persepsi harga dan suasana berpengaruh signifikan terhadap kepuasan konsumen, ditunjukkan oleh nilai F hitung sebesar 31.370 dan signifikansi < 0.001 lebih kecil dari < 0,05. Temuan ini mengindikasikan bahwa baik persepsi harga maupun suasana memliki peran penting dalam membentuk kepuasan konsumen.

This research seeks to assess how price perception and ambiance affect customer satisfaction at Mato Kopi, situated in Selokan Mataram, Yogyakarta. The context of this study is the increasing rivalry in the coffee shop market, rendering customer satisfaction an essential element for business sustainability, especially within the culinary and café industry. This research utilized a quantitative approach, using a survey method. Data were gathered via questionnaires sent to 100 participants who are clients of Mato Kopi. The method employed for sampling was purposive sampling, choosing participants according to particular criteria that align with the research goals. The gathered data underwent analysis through multiple linear regression to evaluate the affect of the independent variables on the dependent variable. The findings indicate that price perception positively and significantly influences customer satisfaction, presenting a significance value of <0.001, a t-value of 4.641, and a regression coefficient of 0.456. Likewise, the atmospheric variable also shows a considerable impact, exhibiting a significance value of <0.001, a t-value of 3.495, and a regression coefficient of 0.301. At the same time, both the interpretation of price and the atmosphere have demonstrated a statistically significant impact on customer satisfaction. These results suggest that to boost customer satisfaction and loyalty, coffee shop managers need to prioritize pricing that matches customer value perceptions and foster a welcoming, comfortable environment that improves the overall customer experience.