Analysis of the Effect of Product Quality, Service Quality and Price on Consumer Satisfaction at Kedai Sedjak 2019 Manado
Keywords:
Product quality;, Product quality; Service quality, Price; Consumer Satisfaction, CaféAbstract
One of the most popular culinary activities currently is cafes. Coffee has become one of the business items most sought after by business people when they realize that people's lifestyles now tend to eat in cafes and have become a favorite gathering place. Cafe entrepreneurs are required to create strategies that can attract consumers to consume the products or services offered in order to compete and outperform their competitors. Coffee business players must always bring change, innovation and provide good service so that consumers feel satisfied with the products and services they have consumed in order to satisfy customers. This research aims to determine the effect of product quality, service quality and price from Kedai Sedjak 2019 Manado consumers on consumer satisfaction. The type of research used is descriptive research to describe or explain the relationship between variables using a quantitative approach. The sample taken for this research was 100 respondents. Samples were taken using nonprobability sampling technique and purposive sampling technique. The data collection instrument was a questionnaire administered via Google Form. Next, statistical testing uses SPSS Ver.29 software. The results of this research show that product quality, service quality and price partially have a positive effect on consumer satisfaction. Product quality and service quality have a significant effect on consumer satisfaction, while price does not have a significant effect on consumer satisfaction. Product quality, service quality and price simultaneously have a positive and significant effect on consumer satisfaction.
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