The Impact of the Quality of Services, Price and Promotion on the Consumer Satisfaction at BC Street Coffee Denpasar

Abstract

The Impact of the Quality of Services, Price and Promotion
on the Consumer Satisfaction at BC Street Coffee Denpasar
The annual increase in the contribution made by the trading sector and hotel and
restaurant sector has caused the restaurants in Denpasar, including the BC Street Coffee,
to be getting more competitive. It is necessary to analyze the factors, such as the quality
of services, price and promotion, which contribute to the consumer satisfaction. This
current study is intended to identify the characteristics of the respondents, the quality of
services, price and promotion on the consumer satisfaction. The study was conducted
from March to May 2018. The respondents totaled 50. The data were analyzed using the
validity test, reliability test, multiple linier analysis, classic assumption test, hypothesis
test, and descriptive analysis. The dominant consumers of the BC Street Coffee were
from 18 to 25 years old, male, senior high school graduates, private employees and
single. They felt highly satisfied with the quality of services, price and promotion
provided. Partially and simultaneously, the quality of services, price and promotion
significantly contributed to the consumer satisfaction. The R Square showed that the
quality of services, price and promotion contributed to the consumer satisfaction by
62%, and the rest, namely 38%, was affected by the other variables. It is suggested that
the BC Street Coffee should always pay attention to what is desired and needed by the
consumers and the price of the product offered. It is suggested to the future researchers
that they add other variables and another object under a particular territory.