Pengaruh Kualitas Pelayanan, Harga, dan Kualitas Produk terhadap Kepuasan Konsumen Toko Umasa Frozen Food Kota Bekasi
DOI:
https://doi.org/10.61722/jaem.v3i3.12373Keywords:
Customer Satisfaction; Frozen Food; Price; Product Quality; Service QualityAbstract
This study aims to analyze the influence of service quality, price, and product quality on customer satisfaction at Umasa Frozen Food Store, Bekasi City, both partially and simultaneously. This research employed a quantitative approach using a survey method. The population consisted of all customers of Umasa Frozen Food Store, with a sample of 100 respondents selected through accidental sampling. Data were collected using a Likert-scale questionnaire and analyzed using IBM SPSS through multiple linear regression analysis. The results indicate that service quality has a positive and significant effect on customer satisfaction (t = 3.513; Sig. = 0.000 < 0.05), price has a positive and significant effect on customer satisfaction (t = 2.331; Sig. = 0.022 < 0.05), and product quality also has a positive and significant effect on customer satisfaction (t = 3.731; Sig. = 0.000 < 0.05). Simultaneously, service quality, price, and product quality have a significant effect on customer satisfaction (F = 48.047; Sig. = 0.000), with a coefficient of determination (R²) of 0.559, indicating that the three variables explain 55.9% of the variation in customer satisfaction. Service quality was found to be the most dominant variable influencing customer satisfaction. These findings support the Expectancy Disconfirmation Theory and imply that Umasa Frozen Food Store should prioritize improving service quality, maintaining competitive pricing, and ensuring consistent product quality to sustain customer satisfaction
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