PENGARUH PENERAPAN HARGA TERHADAP KEPUASAN PELANGGAN PADA KAFE TOP ANDA

Siti Aisah; Irma Ramadani; Sri Dewi; Jumaida Putri Yanti; Putri Maulina; Tomy Randa; Sunhil Mahendra; Novi Gery; Helly  Khairuddin

doi:10.32520/jam.v10i1.3685

Siti Aisah Universitas Islam Indragiri
Irma Ramadani Universitas Islam Indragiri
Sri Dewi Universitas Islam Indragiri
Jumaida Putri Yanti Universitas Islam Indragiri
Putri Maulina Universitas Islam Indragiri
Tomy Randa Universitas Islam Indragiri
Sunhil Mahendra Universitas Islam Indragiri
Novi Gery Universitas Islam Indragiri
Helly Khairuddin Universitas Islam Indragiri

DOI: https://doi.org/10.32520/jam.v10i1.3685

Keywords: Competitive Pricing, Customer Satisfaction, SWOT Analysis, Coffee Shop

Abstract

This study analyzes the impact of implementing competitive pricing on customer satisfaction at Kafe Top Anda, a coffee shop established by Toni in Tembilahan in 2023. The café faces operational challenges, including relocation due to rising rental costs and intense competition in the coffee shop industry. Using data collection methods that include closed questionnaires, interviews, and observations, the research employs SWOT analysis to evaluate the internal and external factors affecting the café's competitiveness. The findings indicate that non-competitive pricing can reduce customer appeal, and there is a positive relationship between competitive pricing and customer satisfaction. Furthermore, effective cost management strategies and more intensive promotions are necessary to enhance Kafe Top Anda's market appeal. Recommendations are provided for the café owner to adjust pricing, improve facilities, and develop product innovations as strategic steps to maintain competitive advantages in an increasingly competitive industry.