Analisis Pengaruh Kualitas Pelayanan, Promosi, Harga Terhadap Peningkatan Jumlah Pengujung Di Konyu Caffe Dan Space Kota Mataram

Abstract

Increasingly fierce competition in the café business in Mataram City compels business owners to implement appropriate marketing strategies. Service quality, promotion, and price are identified as key factors influencing consumer decisions to visit Konyu Caffe & Space in Mataram City. This study aims to analyze the impact of service quality, promotion, and price both individually and simultaneously on the increase in visitor numbers at Konyu Caffe & Space. A quantitative approach with a descriptive-causal design was employed. The study population consisted of all visitors to Konyu Caffe & Space, with a sample of 68 respondents selected via purposive sampling based on the criteria of having visited at least once in the past month and a willingness to participate. The study utilized quantitative data comprising both primary and secondary sources; primary data were collected via questionnaires, while secondary data were derived from café administrative records and supporting documents. Data collection methods included Likert-scale questionnaires, observation, and documentation review. Data analysis was performed using SPSS, encompassing tests for validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that service quality, promotion, and price each have a positive and significant partial effect on increasing visitor numbers. Simultaneously, these three factors also exert a positive and significant influence, with an F-calculated value of 32.836 (exceeding the F-table value of 2.75) and a significance level of 0.000 (below 0.05). Enhancing service quality, implementing effective promotions, and maintaining competitive pricing can boost visitor numbers at Konyu Caffe & Space. These findings suggest that an integrated marketing strategy is essential for creating a positive experience and fostering sustained repeat visits by consumers.