Pengaruh Kualitas Produk dan Harga Minuman Kopi Berbasis Blend Arabika - Robusta Terhadap Kepuasan Pelanggan Kedai Rimpang Desa Ngampel Kabupaten Bojonegoro

The utilization of good product quality and appropriate pricing for Arabica-Robusta blend coffee beverages toward customer satisfaction is one of the efforts to optimize the business strategy of MSME-scale coffee shops while maintaining competitiveness amid the rapid growth of the coffee industry. Kedai Rimpang, located in Ngampel Village, Bojonegoro Regency, is one such coffee shop serving Arabica-Robusta blend coffee beverages that faces increasingly competitive business conditions as the number of coffee shops in the area continues to grow. Therefore, a study on the influence of product quality and price is needed so that customer satisfaction can be maintained and improved sustainably. This study aims to determine the partial effect of Arabica-Robusta blend coffee product quality on customer satisfaction, the partial effect of price on customer satisfaction, and the simultaneous effect of product quality and price on customer satisfaction at Kedai Rimpang, Ngampel Village, Bojonegoro Regency. This research used a quantitative method with data collection techniques through observation, questionnaires, and documentation involving 96 respondents determined using the Lemeshow formula with an accidental sampling technique. The data analysis methods used were validity tests, reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity), multiple linear regression analysis, T-test, F-test, and coefficient of determination with the assistance of SPSS software. The results showed that: (1) The product quality of Arabica-Robusta blend coffee had a positive and significant partial effect on customer satisfaction at Kedai Rimpang, as evidenced by a t-test significance value of 0.000 and a regression coefficient of 0.536. (2) The price of Arabica-Robusta blend coffee had a positive and significant partial effect on customer satisfaction, as evidenced by a t-test significance value of 0.000 and a regression coefficient of 0.382. (3) Product quality and price of Arabica-Robusta blend coffee simultaneously had a positive and significant effect on customer satisfaction, as evidenced by an F value of 154.170 and a significance of 0.000, along with a correlation coefficient (R) of 0.876 indicating a very strong relationship. The coefficient of determination (R²) of 0.768 shows that 76.8% of the variation in customer satisfaction is explained by product quality and price, while the remaining 23.2% is influenced by other factors outside this study such as service quality, store atmosphere, location, and promotion. Product quality was found to be the most dominant variable affecting customer satisfaction compared to price.