PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Pada Lapis Kukus Pahlawan Surabaya di Toko Rania)

Abstract

This research aimed to examine the effect of product quality, price and service quality on customers’ statisfaction of Lapis Kukus Pahlawan, Surabaya. While, the research was quantitative. Moreover, the population was all customers of Lapis Kukus Pahlawan, Surabaya who had bought more than one. Furthermore, the instrument in data collection technique used questionnaires. Meanwhile, Likert scale was used in the research. For the ata collection technique, it used non prbability sampling. Additionally, the sampling technique used incidental sampling. In line with, there were 100 respondents as the sample. In addition, the data analysys technique used multiple linear regression with SPSS 23.0. According to research result, it concluded that product quality had a positive an significant effect on customers’ statisfaction of Lapis Kukus Pahlawan, Surabaya. Likewise, price had a positive and signifficant effect on customers’ statisfaction of Lapis Kukus Pahlawan, Surabaya. Similarly, service quality had a positive and significant effect on customers’ statisfaction.
Keywords: product quality, price, service quality, customers’ statisfaction