Pengaruh Kualitas Produk, Harga Dan Kenyamanan Tempat Terhadap Kepuasan Konsumen Pada Warung Bakso Duro Kepanjen Kabupaten Malang

Abstract

Abstract

Consumer satisfaction can be defined as the comparison between a consumer perceptions and the actual experience derived front a specific product. Consumers select products that align with their desires and needs, as satisfaction arises when they possess a brand that meets those requirements. This study aims to examine and analyze how product quality, price, and venue comfort influence consumer satisfaction at Warung Bakso Duro Kepanjen, both simultaneously and partially. A quantitative research approach was employed. The study focused on the customers of Warung Bakso Duro Kepanjen, the total population consisted of 4,800 customer over a four-mont period, with a sample size of 96 respondents. Simultaneous testing revealed that the variables of product quality, price, and venue comfort collectively have a positive effect on consumer satifaction at Bakso Duro Kepanjen. Meanwhile, partial testing indicated that each of variables product quality, price, and venue comfort has a significant positive effect on consumer satisfaction at Bakso Duro Kepanjen.

Keywords: Product Quality, Price, Venue Comfort, Consumer Satisfaction