Hermawan, Alfungki (2024) Pengaruh Brand Image, Harga dan Lokasi terhadap Kepuasan Pelanggan di Critasena Cafe pada Mahasiswa di Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine Brand Image, Price, and Location on customer satisfaction at Critasena Café for Students in Malang City. This study uses quantitative methods by processing primary data using a Likert scale or through a questionnaire with a population of all students in Malang city whose exact number is unknown. The sampling technique used in this study was randomsampling given to students of Malang city visitors to Critasena Café. Then the number of samples taken was 84 respondents according to the formula used. The data collection technique in this research uses a questionnaire that is distributed directly via google form. While data processing of the results of correspondent data collection is using SPSS 25. In this analysis using validity test, reliability test,t-test, f-test, classical assumption test, and classical assumption test. which includes normality test, multicollinearity test, and heterodecasticity test. Theresults showed that Brand Image, Price, and Location have a positive andsignificant influence on customer satisfaction at Critasena Cafe for students in Malang City. The partial test shows that the variable Brand Image (X1) has apositive and significant effect on Customer Satisfaction because the significant value is 0.005 <0.05 with a t value of 2.868> 1.663 t table. Variable price (X2) has apositive and significant effect on customer satisfaction with a significant value of0.000 <0.05 with a t value of 4.566> 1.663 t table. And Variable Location (X3) has apositive and significant effect on customer satisfaction because the significant value is 0.001 <0.05 and the t value is 3.356> 1.663 t table. In conclusion, Brand Image, Price, and Location are significant variables in influencing customer satisfaction provided by Critasena Café to customers, so customer satisfaction with Critasena Café Malang will also increase.

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