INFLUENCE OF CUSTOMER VALUE, PRODUCT INNOVATION AND SERVICE QUALITY TO THE CUSTOMER SATISFACTION OF STARBUCKS COFFEE AT MANADO TOWN SQUARE 3

Abstract

This research aims to test and analyze: The influence of customer value, product innovation and service quality simultaneously on customer satisfaction at Starbucks coffee Manado Town Square 3, and. The partial influence of customer value, product innovation and service quality on customer satisfaction at Starbucks Coffee Manado Town Square. This research uses a survey method and the data collection process is carried out by distributing questionnaires to Starbucks Manado Town Square 3 customers. The sampling technique uses purposive sampling using the Lameshow formula, with a sample size of 200 respondents. The data analysis technique uses multiple linear regression. The results of the research show that: 1. There is a positive and significant influence of Customer Value, Product Innovation and Service Quality on Customer satisfaction at Starbucks Manado Town Square 3, 2. There is an influence of Customer Value on Customer satisfaction at Starbucks Manado Town Square 3, 3. There is an influence of Product Innovation on Customer satisfaction at Starbucks Manado Town Square 3, 4. There is an influence of Service Quality on Customer satisfaction at Starbucks Manado Town Square 3. Keywords: Service Quality, Price, Cleanliness, Consumer Satisfaction