Consumer Satisfaction Perceptions Regarding Prices, Products, And Service At Pizza Hut Wailela, Ambon City, Maluku

Virginia Beatrix Jusuf; Stephen Frans Wiliam Thenu; Esther Kembauw

doi:10.63922/ijevss.v5i04.6472

Virginia Beatrix Jusuf Department of Socio-Economics, Agribusiness Study Program, Faculty of Agriculture, Universitas Pattimura, Ambon, Indonesia
Stephen Frans Wiliam Thenu Department of Socio-Economics, Agribusiness Study Program, Faculty of Agriculture, Universitas Pattimura, Ambon, Indonesia
Esther Kembauw Department of Socio-Economics, Agribusiness Study Program, Faculty of Agriculture, Universitas Pattimura, Ambon, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i04.6472

Keywords: Keywords: Consumer Perception, Price, Product, Service, Pizza Hut Wailela.

Abstract

This study aims to analyze consumer satisfaction perceptions regarding prices, products, and service at Pizza Hut Wailela in Ambon City, Maluku. The study was conducted from February to March 2026 using a descriptive analysis method. The sample consisted of 100 respondents selected based on the criterion that they had visited and made purchases at Pizza Hut Wailela. Consumer perceptions were measured using a Likert scale with five response options. The results showed that consumer perceptions of price had an average score of 4.33 and fell into the “very good” category. Consumer perceptions of products had an average score of 4.28 and were also in the “very good” category, which included evaluations of the products’ taste, quality, portion size, and texture. Meanwhile, consumer perceptions of service received an average score of 4.27 and fell into the “very good” category, encompassing interior design, comfort, ease of ordering, as well as the friendliness and politeness of employees. Thus, consumers’ overall perceptions of Pizza Hut Wailela’s pricing, products, and service fall into the “very good” category. The research results indicate that these three aspects have earned positive evaluations from consumers regarding Pizza Hut Wailela.

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