PENGARUH DIGITAL MARKETING, PHYSICAL EVIDENCE DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA COFFEE SHOP DI KOTA PONTIANAK

Abstract

Competition in the business world is getting faster with the level of business competition in Indonesia being very tight, because in every line of companies they are always trying to increase their market share and reach as many new consumers as possible. The aim of this researcher is: 1) Knowing and analyzing the influence of digital marketing on CW Coffee Tanjung Sari Branch consumer satisfaction. 2) Knowing and analyzing the influence of Physical Evidence on Consumer Satisfaction of CW Coffee Tanjung Sari Branch. 3) Knowing and analyzing the effect of price on consumer satisfaction at CW Coffee Tanjung Sari Branch. The type of research carried out is quantitative. The population in this study were individuals who had visited and purchased CW Coffee products at the Tanjung Sari branch. This sampling technique uses a purposive sampling method, the researcher uses the Lameshow calculation formula so that the number of samples can be determined, namely 96 respondents. The data analysis techniques used in this research are descriptive statistics, validity test, reliability test, multiple linear regression analysis using the t test. The conclusions of the research results are as follows: 1) These results indicate that digital marketing variables do not have a significant effect on consumer satisfaction. 2) These results indicate that the physical evidence variable has a significant and positive effect on consumer satisfaction. 3) These results indicate that the price variable has a significant and positive effect on consumer satisfaction.