PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN CITA RASA TERHADAP KEPUASAN PELANGGAN MIE GACOAN CABANG MAYJEN SUNGKONO

Abstract

This research aims to examine the effect of service quality, product quality, and taste on the customers’ satisfaction of Mie Gacoan (Case Study at Mie Gacoan Mayjen Sungkono Surabaya branch). The research applies quantitatively. Furthermore, the population consists of customers at the Mie Gacoan Mayjen Sungkono Surabaya branch. The data collection technique used accidental sampling with 100 respondents as the sample. Moreover, the data were primary that were obtained from a questionnaire. The questionnaires were distributed to the respondents. The data analysis technique used multiple linear regression. The result of classical assumption tests including normality test, multicollinearity test, and heteroscedasticity test shows that all variables meets the determined criteria. Additionally, the proper model test result by F-test and determinant coefficient test indicates that the regression model is properly used. In addition, the hypothesis test result concludes that service quality, product quality, and taste have a significant effect on the customers’ satisfaction.