PENGARUH PRESEPSI HARGA TERHADAP KEPUASAAN PELANGGAN GEN Z DI KOPI GO CABANG SUDIRMAN BUKITTINGGI

Abstract

This study was motivated by the fundamental role of price perception in influencing customer satisfaction among Generation Z within the increasingly competitive coffee shop sector, specifically at Kopigo Sudirman Branch in Bukittinggi. Price perception is considered a key strategic element, as it reflects how customers evaluate the fairness of prices in relation to product quality and the benefits received, which ultimately impacts their level of satisfaction. The study population was Kopigo Bukittinggi customers, and a sample of 100 Generation Z respondents was selected through purposive sampling. Data were collected using a questionnaire, and the analysis included validity and reliability assessments, condition testing, and hypothesis testing.

The results of the study showed that price perception was categorized as ‘good’, with a satisfaction rate of 77.05% among the respondents, while customer satisfaction was also categorized as ‘good’, with a score of 78.33%. The hypothesis testing results indicate that price perception has a positive and statistically significant impact on customer satisfaction, as evidenced by a significance value of 0.000 < 0.05 and a regression coefficient of 0.612.

In conclusion, price perception has a substantial influence on enhancing customer satisfaction among Generation Z at Kopigo. Therefore, it is recommended that the management of Kopigo Sudirman Branch consistently ensures that pricing remains aligned with the quality of products and services offered, while also continuing to improve the overall customer experience.