PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA WARUNG NASI GORENG BANG TOFAN DESA BALOK KABUPATEN KENDAL
Keywords:
Persepsi Harga, Kualitas Pelayanan, Kualitas Produk, Kepuasan KonsumenAbstract
This research aims to determine the influence of price perception, service quality and product quality on consumer satisfaction at the Bang Tofan Fried Rice Stall, Balok Village, Kendal Regency. The research method used is a quantitative research method. The sampling method used in this research was non-probability sampling with a purposive sampling technique, with the number of respondents being 100 people. The research results show that the variables Price Perception, Service Quality, and Product Quality have a positive and significant influence on Consumer Satisfaction. The simultaneous test (F test) also proves that the three independent variables together have a positive and significant effect on the dependent variable. The coefficient of determination test results (Adjusted R²) show a value of 0.935, which means that 93.5% of consumer satisfaction is influenced by price perception, service quality and product quality, while 6.5% is influenced by other factors outside this research.
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