KUALITAS PRODUK, KUALITAS LAYANAN, DAN HARGA TERHADAP KEPUASAN KONSUMEN RESTORAN CEPAT SAJI

Abstract

This research is meant to find out the influence of product quality, service quality, and price to the
customer satisfaction. The data collection method of this research has been obtained by issuing
questionnaires which have been given to the 100 respondents who are the customers of Quick Chicken
in Tuban city. The analysis technique has been carried out by using multiple linear regressions analysis
in order to find out the magnitude of coefficient regressions which shows that magnitude of the influence
of dependent variable to the independent variable. The result of analysis of the f test or model feasibility
test in this research with is significant value is 0.000 < (α) 0,05. It shows that the value which has been
generated is feasible and it can be used for the next research. Meanwhile, the value of adjusted r square
is 0.727. It means that partially the contribution of all dependent variable has an influence to the
independent variables which is 72.7%. Meanwhile, the remaining is 27.3% has been influenced by other
variables which are not included in research. Meanwhile, the result of t test and partial the shows the
magnitude of the significance value is 0.004, service quality is 0.006, and price is 0.004 and overall is
< 0.5. Therefore, dependent variable has significant influence to the independent variables.

Keywords: product quality, service quality, price, customer satisfaction