PENGARUH PRODUK, HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN KAYA RESTO SURABAYA

Abstract

Infrastructure growth in Surabaya has rapidly to business development in all aspects. One of them is the culinary business. Therefore, a lot of restaurants and cafes in Surabaya have to compete by providing their best service to create customer satisfaction. This research aimed to find out the influence of product, price, and quality service to the customer satisfaction. Population of this research were the customers of KAYA Resto & Coffee Holix in Surabaya with the samples of 100 respondents. Data collection method used by spread questionnaire. Analysis data technique used multiple linear regression. The result of the classical assumption test with normality, multicollinearity, and heterocedasticity indicated that all variables had meet the specified criteria. Whereas the results of the model feasibility test, the regression model used in this study were suitable to use. The results of hypothesis testing showed that the product, proce, and service quality variables had significant positive influence on customer satisfaction.
Keywords: product, price, service quality, customer satisfaction