ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY AND PRICES ON CONSUMER SATISFACTION (CASE STUDY OF SURF CAFE VISITORS IN BIMA CITY)

ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY AND PRICES ON CONSUMER SATISFACTION (CASE STUDY OF SURF CAFE VISITORS IN BIMA CITY)

Authors

  • Haerunisah University Of Mataram
  • Handry Sudiartha Athar University Of Mataram
  • Lalu M. Furkan University Of Mataram

Keywords:

Services Quality, Price, Customer Satisfaction

Abstract

       This research examines the influence of service quality and price on consumer satisfaction at surf cafés in Bima. The type of research used is quantitative research. The population in this study were all visitors to the surf café in Bima City. Respondents were 100 people. The sample in this study used a survey sample. The data analysis technique this research uses is Structural Equation Modeling-Partial Least Square (SEM-PLS). The results of this research show that the variables of service quality and price have a positive and significant effect on consumer satisfaction. Research findings indicate that service quality is a factor that can increase consumer satisfaction. Moreover, price plays a vital role in supporting consumer satisfaction.

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Published

2024-09-06

How to Cite

Haerunisah, H., Sudiartha Athar, H., & M. Furkan, L. (2024). ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY AND PRICES ON CONSUMER SATISFACTION (CASE STUDY OF SURF CAFE VISITORS IN BIMA CITY): ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY AND PRICES ON CONSUMER SATISFACTION (CASE STUDY OF SURF CAFE VISITORS IN BIMA CITY). International Economics and Business Proceedings, 1(1), 7–11. Retrieved from https://proceeding.unram.ac.id/index.php/ieb/article/view/1001

Issue

Vol. 1 No. 1 (2024): UNRAM STUDENTS CONFERENCE ON MANAGEMENT

Section

Articles