EFFECT OF SERVICE QUALITY, PRODUCT QUALITY, AND PRICE COMPATIBILITY ON CUSTOMER SATISFACTION IN GOURMET CAFE PETITENGET - BALI

Abstract

The objective of this research is to find out the effect of service quality, product quality, and price compatibility partially and simultaneously on customer satisfaction. Research location is Gourmet Cafe Petitenget in Bali. Research population is the customer of Gourmet Café Petitenget with sample of 97 respondents. Data analysis technique involves SPSS 26 for Windows. The results of this research show that: (1) service quality has positive and significant effect on customer satisfaction, which is confirmed by t-count value of 3.558, regression coefficient value of 0.332, and significance value of 0.001; (2) product quality has positive and significant effect on customer satisfaction, which is verified by t-count value of 3.600, regression coefficient value of 0.277, and significance value of 0.001; (3) price compatibility has positive and significant effect on customer satisfaction, which is justified by t-count value of 2.974, regression coefficient value of 0.401, and significance value of 0.007; (4) service quality, product quality, and price compatibility simultaneously have significant effect on customer satisfaction, which is indicated by F-count value of 38.954, regression equation of Y = 2.015 + 0.332X1 + 0.277X2 + 0.401X3 and significance value of 0.000. The effect size of independent variable on customer satisfaction is 54.3%.