The Effect Of Product Quality And Service Quality On Customer Satisfaction (A Case Study at Bebek Goreng Haji Slamet Pagar Alam Branch, Bandar Lampung)

Dinda Agustin Catur Wulan Putri; Driya Wiryawan

doi:10.63922/ijebir.v5i03.3700

Dinda Agustin Catur Wulan Putri Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Driya Wiryawan Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i03.3700

Keywords: Product Quality, Service Quality, Customer Satisfaction, Restaurant, Bandar Lampung

Abstract

The rapid development of the culinary industry in Bandar Lampung has intensified competition among businesses, including Bebek Goreng Haji Slamet Pagar Alam Branch. This condition requires companies to pay attention to product quality and service quality in order to create customer satisfaction, especially with the existence of customer complaints and a decline in revenue in 2025. The problem of this study is whether product quality and service quality affect customer satisfaction. This study aims to determine the effect of product quality and service quality on customer satisfaction. The method used is a quantitative approach with data collection through questionnaires distributed to 100 respondents using purposive sampling. The results show that product quality and service quality have a positive and significant effect on customer satisfaction both partially and simultaneously, with product quality as the most dominant variable. The coefficient of determination of 64.3% indicates that customer satisfaction is influenced by these variables, while the rest is influenced by other variables outside this study. Therefore, the company needs to improve product and service quality to enhance sustainable customer satisfaction.

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