Pengaruh Kualitas Produk, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Nakoa Cafe Cabang Panjaitan Malang (Studi Kasus Pada Mahasiswa Kota Malang)

Abstract

Abstract

This research was conducted to determine the effect of product quality, price and service quality on costumer satisfaction at Nakoa Cafe. In this research, the type of research applied using a quantitative approach. The population in this study were students of univesity at Malang City. The number of samples was determined using the Malhotra formula with the purposive sampling method which produced 105 respondents. The technique sampling that used in this research is purposive sampling. This research method uses validity, reliability, mormality, multicollinearity, heteroscedasticity, multiple linear regression analysis and the coefficient of determination adjusted R² Hypothesis testing in this study was carried out through the F instrument test (Simultaneous) and the t instrument (Partial) with the SPSS analysis tools. The result showed that all the variable in this research, product quality, price, and service quality had a significant influence on costumer satisfaction. Product quality has a significant influence on costumer satisfaction. Price has a significant influence on costumer satisfaction. Service quality has a significant influence on costumer satisfaction.

Keywords: Product Quality, Price, Service Quality, Costumer Satisfaction.