The Influence of Price and Service Quality on Warunk Upnormal Customer Satisfaction (Case Study of Warunk Upnormal Bintaro Sector 7)

Warunk Upnormal is a cafe that has many branches in Indonesia and has been successful in its time, winning various awards, but currently Warunk Upnormal is experiencing a phenomenon, namely that many outlets have closed permanently. The research entitled "The Influence of Price and Service Quality on Customer Satisfaction at Warunk Upnormal (Case Study of Warunk Upnormal Bintaro Sector 7)" aims to find out whether price and service quality have a significant influence on customer satisfaction at Warunk Upnormal Bintaro Sector 7. This research was conducted with quantitative methods with purposive sampling techniques. The number of samples in this study was 100 people. The sample criteria in this research are customers who visited Warunk Upnormal Bintaro Sector 7 at least once in the last 3 months, all genders, Warunk Upnormal's target market is young people aged 17-30 years, and live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). The data analysis used in this research is variable description analysis, research instrument testing, classical assumption testing, multiple linear regression testing, and hypothesis testing. The results of this research show that price has a significant effect on customer satisfaction of Warunk Upnormal Bintaro Sector 7 partially, service quality has a significant effect on customer satisfaction of Warunk Upnormal Bintaro Sector 7 partially, and price and service quality have a significant effect on customer satisfaction of Warunk Upnormal Bintaro Sector 7 simultaneously.