The Influence of Price, Service Quality, and Digital Marketing on Customer Satisfaction at Billiard Venues in Yogyakarta

Octa Mahendra Jaya; Subarjo Subarjo

doi:10.55927/fjas.v4i6.179

Authors

Octa Mahendra Jaya Universitas Mercu Buana Yogyakarta
Subarjo Subarjo Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/fjas.v4i6.179

Keywords:

Price, Service Quality, Digital Marketing, Customer Satisfaction

Abstract

This study aims to examine the impact of price, service quality, and digital marketing on customer satisfaction in billiard halls in Yogyakarta. This study uses a quantitative approach through the use of a survey method. Data were collected through questionnaires from 100 respondents, clients of billiard halls in Yogyakarta, who were selected through a purposive sampling procedure. The findings of the study revealed that (1) price significantly and positively affects customer satisfaction in billiard halls in Yogyakarta, (2) service quality significantly and positively affects customer satisfaction in billiard halls in Yogyakarta, (3) digital marketing significantly and positively affects customer satisfaction in billiard halls in Yogyakarta, and (4) price, service quality, and digital marketing collectively have a significant and positive effect on customer satisfaction in billiard halls in Yogyakarta.

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