INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, AND PRICE COMPATIBILITY TOWARDS CUSTOMER SATISFACTION AT WH CAFÉ, KISARAN TIMUR DISTRICT ASAHAN REGENCY, NORTH SUMATRA

Adnan
Keysha Alia Salsabila Pasaribu
Hamdiah
Rusydi Abubakar

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 4 No. 3 (2024): Multidiciplinary Output Research For Actual and International Issue

This study analyzes the influence of service quality, product quality and price compatibility on customer satisfaction at Café WH, Kisaran City, Asahan Regency, North Sumatra. This quantitative study uses a purposive sampling technique to collect the data from 100 respondents through questionnaires, while secondary data are from journals and internet media. The analysis techniques used are descriptive analysis, multiple linear regression, classical assumption test, validity and reliability test. Hypothesis testing and determination coefficient were conducted using the SPSS version 26.0 program. The results of the study indicate that partially, service quality does not have a significant effect on customer satisfaction at Café WH in Kisaran City, product quality significantly affected customer satisfaction at Café WH, Kisaran City, price compatibility does not significantly influence customer satisfaction at Café WH, Kisaran City. Simultaneously, service quality, product quality, and price compatibility significantly affected customer satisfaction at Café WH, Kisaran City. The Adjusted R Square value of 0.544 shows that 54.4% of the variation in usage interest can be explained by the independent variables studied, while the remaining 45.6% is explained by other variables not included in this study.