PENGARUH HARGA KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN (Studi Cafe Jalan Kekopi Cibadak-Sukabumi)

The research objective was to determine price, quality, service quality on consumer satisfaction. This study uses a survey method with a quantitative approach. The technique used The sampling technique is a method or technique that can be used to determine sample size and the non-probability sampling technique in this study was used not to provide equal opportunities for each element or member of the population to be selected as a sample. Purposive sampling is a sampling method that takes into account certain factors. The sample in this study was the Consumer Cafe on Jalan Kekopi with 100 respondents. Based on the results of the hypothesis using the F test, it shows that there is a simultaneous influence of the independent variables Price (X1), Product Quality (X2) and Service Quality (X3) on the dependent variable consumer satisfaction (Y) at Cafe Jalan Kekopi, as evidenced by a significance level of 0.00 <0.05. This can be interpreted that the multiple linear regression model is feasible as a research model. From the results of this study it is known that price does not have a positive and significant influence on consumer satisfaction because the significance level is > 0.05. From the results of the product quality variable does not have a positive and significant influence on consumer satisfaction because the significance level is> 0.05. From the results of Service Quality there is a positive and significant influence of service quality on customer satisfaction because the significance level is <0.00. Cafe Jalan Kekopi is expected to maintain customer satisfaction on all aspects of price, product quality and service quality.

Keywords: Price, product quality, service quality, consumer satisfaction