THE EFFECT OF SERVICE QUALITY, PROMOTION AND PRICE PERCEPTION ON CUSTOMER LOYALTY AT THE BUMANTARA COFFEE SHOP IN SURABAYA CITY

THE EFFECT OF SERVICE QUALITY, PROMOTION AND PRICE PERCEPTION ON CUSTOMER LOYALTY AT THE BUMANTARA COFFEE SHOP IN SURABAYA CITY

Authors

  • Muhammad Septian Adi UPN “Veteran” Jawa Timur, Indonesia
  • Hery Pudjoprastyono UPN “Veteran” Jawa Timur, Indonesia

DOI:

https://doi.org/10.56548/msr.v5i2.213

Keywords:

customer loyalty, price perception, promotion, service quality

Abstract

This study aims to analyze the effect of service quality, promotion, and price perception on customer loyalty at Toko Kopi Bumantara in Surabaya. The research employs a quantitative approach, with data collected throughquestionnaires distributed to customers and analyzed usingthe Partial Least Square (PLS) method. The independentvariables include service quality, promotion, and priceperception, while the dependent variable is customer loyalty. The results indicate that service quality, promotion, and priceperception have a positive and significant effect on customerloyalty. These findings suggest that improving servicequality, implementing effective promotional strategies, andmaintaining favorable price perceptions can enhancecustomer loyalty sustainably.

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Published

2026-05-18

How to Cite

Septian Adi, M., & Pudjoprastyono, H. (2026). THE EFFECT OF SERVICE QUALITY, PROMOTION AND PRICE PERCEPTION ON CUSTOMER LOYALTY AT THE BUMANTARA COFFEE SHOP IN SURABAYA CITY: THE EFFECT OF SERVICE QUALITY, PROMOTION AND PRICE PERCEPTION ON CUSTOMER LOYALTY AT THE BUMANTARA COFFEE SHOP IN SURABAYA CITY. Management Science Research Journal, 5(2), 40–48. https://doi.org/10.56548/msr.v5i2.213

Issue

Vol. 5 No. 2 (2026): MAY 2026

Section

Articles

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Copyright (c) 2026 muhammad muhammad_septian_adi306; Hery Pudjoprastyono

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