PENGARUH KUALITAS PRODUK, HARGA DAN PELAYANAN TERHADAP KEPUASAN KONSUMEN

Abstract

The current development and the enhancement of the living standards of the society have influence the consumption patterns and the way the society ful fill their needs. These impact influences the development of restaurant business so today customers are faced with a wide range of alternatives in selecting restaurant which in accordance to their interests and needs. The right price strategy, high quality product, and the best service quality make the company success in the field of food. The purpose of this research is to find out the influence of product quality, price and service quality to the customer satisfaction on Rumah Makan Pak Elan 2 Gresik. The analysis technique has been done by performing multiple regressions. The population is the customers who have ever come and purchased the products which have been provided by Rumah Makan Pak Elan 2 Gresik. The sample collection technique has been done by using incidental sampling and 100 people have been selected as samples. Based on the result of the research, it shows that product quality, price and service quality have positive and significant influence to the customer satisfaction on Rumah Makan Pak Elan 2 Gresik. In this research, the variable which has dominant influence to the customer satisfaction is product quality.
Keywords: Product Quality, Price, Service Quality, Customer Satisfaction.