Pengaruh Harga, Kualitas Pelayanan dan Fasilitas Coffe Shop terhadap Minat Konsumen berkunjung ke Risala Kopi

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas pelayanan, dan fasilitas terhadap minat konsumen berkunjung ke Risala Kopi di Medan. Latar belakang dari studi ini didasarkan pada semakin tingginya persaingan industri coffee shop yang menuntut pengelola untuk memahami faktor-faktor penentu keputusan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 105 responden yang dipilih secara nonprobability sampling. Instrumen penelitian diuji melalui validitas dan reliabilitas, serta dilakukan uji asumsi klasik untuk memastikan kelayakan model regresi. Hasil analisis regresi linier berganda menunjukkan bahwa ketiga variabel bebas yaitu harga, kualitas pelayanan, dan fasilitas berpengaruh positif terhadap minat berkunjung. Uji t menunjukkan bahwa masing-masing variabel memiliki pengaruh signifikan secara parsial. Sedangkan uji F menghasilkan nilai Fhitung = 43,302 dengan nilai signifikansi 0,000 < 0,05, yang berarti bahwa harga, kualitas pelayanan, dan fasilitas secara simultan berpengaruh signifikan terhadap minat berkunjung konsumen. Koefisien determinasi (R²) sebesar 0,288 mengindikasikan bahwa 28,8% variasi minat konsumen dapat dijelaskan oleh ketiga variabel independen tersebut. Temuan ini menunjukkan pentingnya strategi penetapan harga, peningkatan kualitas pelayanan, serta pengadaan fasilitas yang mendukung kenyamanan pengunjung dalam membangun loyalitas pelanggan. Rekomendasi diberikan kepada manajemen Risala Kopi untuk terus meningkatkan tiga faktor tersebut sebagai bentuk daya saing yang efektif di tengah persaingan industri coffee shop di Kota Medan. This study aims to analyze the influence of price, service quality, and facilities on consumer interest in viting Risala Kopi in Medan. The background of this study is based on the increasing competition in the coffee shop industry, which demands that business managers understand the key factors influencing consumer decision-making. This research employs a quantitative approach using a survey method with 105 respondents selected through non-probability sampling. The research instruments were tested for validity and reliability, and classical assumption tests were conducted to ensure the feasibility of the regression model. The results of the multiple linear regression analysis show that the three independent variables price, service quality, and facilities have a positive effect on consumer interest in visiting. The t-test reveals that each variable has a partially significant influence. Meanwhile, the F-test produces an F-value of 43.302 with a significance level of 0.000 < 0.05, indicating that price, service quality, and facilities simultaneously have a significant influence on consumer interest in visiting. The coefficient of determination (R²) is 0.558, meaning that 28.8% of the variation in consumer interest can be explained by these three independent variables. These findings highlight the importance of pricing strategies, service quality improvement, and providing facilities that enhance visitor comfort in building customer loyalty. Recommendations are given to Risala Kopi’s management to continuously improve these three factors as an effective competitive strategy amidst the growing competition in Medan’s coffee shop industry.