Analysis of customer satisfaction in terms of price, product quality and service quality at Sate Taichan Aciin Sidoarjo

Muhamad Jagat Gunadharma; Nur Farida; Nuryadi Nuryadi; Priyo Utomo

doi:10.63922/ijebir.v5i05.6452

Muhamad Jagat Gunadharma STIE PEMUDA Surabaya
Nur Farida STIE PEMUDA Surabaya
Nuryadi Nuryadi STIE PEMUDA Surabaya
Priyo Utomo STIE PEMUDA Surabaya

DOI: https://doi.org/10.63922/ijebir.v5i05.6452

Keywords: Customer Satisfaction, Price, Product Quality, Service Quality, Sate Taichan

Abstract

The increasingly tight competition in the culinary business requires business actors to pay attention to price, product quality, and service quality to maintain customer satisfaction. This study aims to analyze the effect of price, product quality, and service quality on customer satisfaction at Sate Taichan Aciin Sidoarjo partially and simultaneously. The study used a quantitative approach with a purposive sampling technique on 105 respondents who had purchased or visited. Data were collected through a Likert scale questionnaire using Google Forms and analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). The results showed that price had a positive and significant effect on customer satisfaction (β = 0.328; t = 4.142; p < 0.001), product quality had a positive and significant effect (β = 0.349; t = 4.330; p < 0.001), and service quality also had a positive and significant effect (β = 0.287; t = 3.769; p < 0.001). The model explains 49.0% of the variation in customer satisfaction. In conclusion, product quality is the most dominant factor, followed by price and service quality

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