PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN LATANSA BAKERY SURAKARTA

Abstract

This study aims to determine the effect of product quality, price, and service quality on customer satisfaction at Latansa Bakery Surakarta. The basic research method used is a causal-comparative method with a quantitative approach. The research location was determined purposively in Surakarta City. The research sample was taken using the purposive sampling method with a total sample of 100 respondents. The data analysis method used is multiple linear regression analysis. The results obtained indicate that quality product, price, and service quality together positively affect customer satisfaction at Latansa Bakery Surakarta. The individual quality product, price, and service quality positively affect customer satisfaction at Latansa Bakery Surakarta. The most dominant variable in the customer satisfaction of Latansa Bakery Surakarta is the price variable.

Keywords: product quality, price, service quality, customer satisfaction