PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN

Abstract

The primary solution to win the competition is by providing satisfaction and value to the customers through the
presentation of qualified products at competitive prices. This research is meant to test the partial influence of
product quality, service quality, and price to the customer satisfaction at the Ikan Bakar Cianjur Restaurants
Manyar Surabaya branch. This research is a quantitative research which has been done by using accidental
sampling. The data is the primary data and the samples are 100 respondents who are the customers who have
ever visited the Ikan Bakar Cianjur Restaurants Manyar Surabaya branch. Meanwhile, the analysis technique
has been done by using multiple linear regressions analysis. Based on the result of model feasibility test, it has
been found that the product quality, service quality, and price variables have significant influence to the
customer satisfaction. The result of t test shows that product quality, service quality, and price variables have
positive and significant influence to the customer satisfaction and product quality is the variable which has
dominant influence to the customer satisfaction, the result of the research shows that this research supports the
research which has been carried out by Prasastono and Pradapa (2012).

Keywords: Product Quality, Service Quality, Price, Customer Satisfaction