Pengaruh Price, Product Quality, dan Service Quality terhadap Customer Satisfaction di Domora Fresh Bakery & Cake Shop Kecamatan Tanjung Morawa

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Price. Product Quality, dan Service Quality terhadap Customer Satisfaction pada Domora Fresh Bakery &Cake Shop Kecamatan Tanjung Morawa. Populasi dalam penelitian ini adalah pelanggan Domora Fresh Bakery & Cake Shop dalam satu bulan sebayak 685 Teknik pengambilan sampel menggunakan non-probability sampling dengan jumlah sampel yang digunakan sebanyak 87 responden. Metode penelitian yang digunakan adalah dengan pendekatan kuantitatif. Teknik yang digunakan dalam pengumpulan data adalah penyebaran kuisioner serta observasi. Penelitian ini menggunakan prgram SEM PLS 3.0 untuk menghitung dan analisis data. Hasil penelitian ini menunjukan bahwa Price bepengaruh signifikat dan postif terhadap Customer Satisfaction dibuktikan dengan 0,003 < 0,05 Product Quality bepengaruh signifikat dan postif terhadap Customer Satisfaction dibuktikan dengan 0,003 < 0,05. Service Quality bepengaruh signifikat dan postif terhadap Customer Satisfaction dibuktikan dengan 0,003 < 0,05. This research aimed to determine the effect of Price, Product Quality, and Service Quality on Customer Satisfaction at Domora Fresh Bakery & Cake Shop in Tanjung Morawa District. The population in this research was the customers of Domora Fresh Bakery & Cake Shop in one month totaling 685. The sampling technique used non-probability sampling with a sample size of 87 respondents. The research method used was a quantitative approach. The techniques used in data collection were questionnaire distribution and observation. This research used the SEM PLS 3.0 program to calculate and analyze the data. The results of this research showed that Price had a significant and positive effect on Customer Satisfaction as evidenced by 0.003 < 0.05; Product Quality had a significant and positive effect on Customer Satisfaction as evidenced by 0.003 < 0.05; Service Quality had a significant and positive effect on Customer Satisfaction as evidenced by 0.003<0.05