PENGARUH KUALITAS PRODUK, PELAYANAN, DAN HARGA TERHADAP KEPUASAN KONSUMEN AKA COFFEE

This study aims to analyze the effect of product quality, service and price on consumer satisfaction at Aka Coffee Malang. Data collection techniques were obtained by observation, interviews and questionnaires with customers of Aka Coffee Malang. The sampling technique in this research is accidental sampling. Data were analyzed using Partial Least Square (PLS) and processed using WarpPLS software. The results show that product and service quality affect customer satisfaction at Aka Coffee Malang. Meanwhile, the price has no effect on customer satisfaction Aka Coffee Malang. Product quality affects customer satisfaction with a p value of 0.001 or less than 0.05. The original sample value (path coefficient) of 0.539 indicates the direction of the relationship between product quality and consumer satisfaction. Service quality has an effect on customer satisfaction with a p value of 0.001 or less than 0.05. The original sample value (path coefficient) of 0.350 shows the direction related to the influence of service quality on customer satisfaction. Price has no effect on consumer satisfaction with a p value of 0.117 or greater than 0.05 so that there is no effect of price on customer satisfaction of Aka Coffee 2