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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Orlendo, Enosa khalfani
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Decision Sciences, Operations Research & Management

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The Role of Location, Product Quality, And Service Quality on Customer Satisfaction in The Culinary Sector Orlendo, Enosa khalfani; kurniawati, Desi Tri
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.13

Abstract

Purpose –  This study aims to examine the influence of location, product quality, and service quality on customer satisfaction in the culinary sector.   Design/methodology/approach –  This study employs a quantitative research design using a survey method. Data were collected from 120 respondents and analyzed to test the proposed hypotheses. The significance of each variable was assessed using t-statistics to determine its effect on customer satisfaction.   Findings – The results indicate that location and product quality have a positive and significant effect on customer satisfaction. However, service quality does not have a significant effect on customer satisfaction. These findings suggest that strategic location and high product quality are more critical factors in shaping customer satisfaction in the culinary industry.   Originality/value – This study provides originality by empirically examining the comparative influence of location, product quality, and service quality on customer satisfaction within a culinary context. The findings offer practical insights by revealing that location and product quality are stronger drivers of satisfaction than service quality, guiding restaurants in prioritizing their strategic focus.  
Co-Authors Desi Tri Kurniawati