PENGARUH PERSEPSI HARGA, KENYAMANAN TEMPAT, DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KEPUASAN PELANGGAN PADA BISNIS KAFE ARUNIKA KOPITIAM DI JALUR PERLINTASAN CICALENGKA
DOI:
https://doi.org/10.61722/jiem.v4i9.12640Keywords:
customer satisfaction; entrepreneurial orientation; place comfort; price perception; coffee shopAbstract
This study aims to determine the effect of price perception, place comfort, and entrepreneurial orientation on customer satisfaction at Arunika Kopitiam in the Cicalengka railway-crossing area. The study used a quantitative approach with descriptive and verification methods. Data were collected through questionnaires from 102 customers who had visited and made purchases at Arunika Kopitiam. Data analysis employed multiple linear regression, t-test, F-test, correlation, and coefficient of determination. The results show that price perception has a positive and significant effect on customer satisfaction, with a regression coefficient of 0.346, t = 2.652, and significance of 0.009. Place comfort has a positive and significant effect, with a coefficient of 0.358, t = 6.073, and significance of 0.000, and is the most dominant variable with a standardized beta of 0.527. Entrepreneurial orientation also has a positive and significant effect, with a coefficient of 0.376, t = 3.911, and significance of 0.000. Simultaneously, the three independent variables significantly affect customer satisfaction, indicated by F = 196.899 and significance of 0.000. The coefficient of determination of 0.858 indicates that 85.8% of the variation in customer satisfaction is explained by the three variables. The findings imply that Arunika Kopitiam should prioritize improvements in place comfort, especially noise management, while maintaining fair and competitive pricing and strengthening product innovation.
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