PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA SENJA JINGGA CAFE GRESIK

Abstract

This research aimed to examine the effect of service quality, product quality, and price on customer satisfaction. The service quality was measured by Responsiveness, Assurance, Tangible, Empathy, and Reliability. While product quality was measured by Form, features, Customization, Performance, Quality, Conformance, Durability, and Reliability. Meanwhile, the price was measured by indicators with price affordability, price compatibility with product quality, price compatibility with benefits, and price according to ability, or price competitiveness. The research was quantitative. Moreover, the population was Senja JinggaCafé, Gresik. The data collection technique used purposive sampling i.e., a sample collection with determined criteria. In line with that, there were 100 respondents of the customers at Senja Jingga Cafe Gresik; as the sample. Furthermore, the data analysis technique used an instrument test, multiple linear regression, proper model test, classical assumption test, and hypothesis test; with SPSS 25. The result showed that service quality had a positive and significant effect on customer satisfaction at Senja Jingga Cafe Gresik. However, product quality had a positive but insignificant effect on customer satisfaction at Senja Jingga Cafe Gresik.