PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN AMANDA BROWNIES

Abstract

This research is aimed to find out the influence of product quality, service quality, price and the simultaneous
influence of product quality, service quality and price to the customer satisfaction to the Amanda Brownies outlet
Barata Jaya branch Surabaya. This research is a causal comparative research. The population is all customers of
Amanda Brownies outlet Barata Jaya branch Surabaya and the numbers of samples are 80 people. The sampling
collection method has been carried out by using non probability sampling and the data collection has been
performed by issuing questionnaires. The analysis method has been done by using multiple regressions analysis
and the SPSS (Statistical Product and Service Solutions). The result of the research shows that the influence of
product quality, service quality and price give significant and positive influence to the customer satisfaction on
Amanda Brownies outlet Barata Jaya branch Surabaya. The simultaneous influence which consists of product
quality, service quality and price give significant and positive influence to the customer satisfaction to the Amanda
Brownies outlet Barata Jaya branch Surabaya.

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