Tujuan penelitian ini adalah untuk mengetahui pengaruh harga dan physical evidence terhadap kepuasan pelanggan, baik secara parsial maupun simultan. Sampel diambil sejumlah 100 orang secara acak dari pelanggan Warunk Upnormal. Data dikumpulkan menggunakan kuesioner. Data kemudian dianalisis dengan metode kuantitatif yaitu analisis regresi linier berganda. Berdasarkan hasil uji t, ditemukan bahwa variabel harga berpengaruh signifikan terhadap kepuasan pelanggan, demikian juga variabel physical evidence berpengaruh signifikan terhadap kepuasan pelanggan. Adapun hasil uji p menunjukkan kedua variabel bebas secara bersama-sama berpengaruh signifikan terhadap kepuasan pelanggan. Berdasarkan uji R2 menunjukkan kontribusi variabel harga dan physical evidence, cukup besar pada variabel kepuasan pelanggan. Rekomendasi bagi perusahaan yaitu, menentukan harga yang tepat sesuai target pasar serta melengkapi fasilitas dengan fasilitas yang unik, kreatif, dan memiliki diferensiasi dengan usaha sejenis. Untuk usaha restoran, faktor physical evidence akan mempengaruhi keputusan pelanggan untuk mengulangi kunjungan. Jika pelanggan merasa puas, maka besar kemungkinan mereka akan menjadi pelanggan yang loyal.
Kata kunci: harga, physical evidence, kepuasan pelanggan

The purpose of this study is to determine the effect of price and physical evidence on customer satisfaction, either partially or simultaneously. Samples were taken in 100 randomly from the Warunk Upnormal customers. Data were collected using questionnaires. Data then analyzed by quantitative method that is multiple linear regression analysis. Based on the result of t test, it is found that the price variable has a significant effect on customer satisfaction, and also the physical evidence variable has a significant effect on customer satisfaction. The results of the F test show the two independent variables together have a significant effect on customer satisfaction. Based on R2 test shows the contribution of price variable and physical evidence, big enough on customer satisfaction variable. Recommendations for companies that is, determine the right price according to the target market as well as equip facilities with unique facilities, creative, and have differentiation with similar businesses. For restaurant businesses, physical evidence factors will affect the customer's decision to repeat the visit. If customers feel satisfied, then most likely they will become loyal customers.
Keywords: price, physical evidence, customer satisfaction