<![CDATA[Purpose – This study aims to examine the influence of product quality, service quality, and price on customer satisfaction at Mie Gacoan in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design. The population consists of Mie Gacoan customers in Malang City, and 220 respondents were selected using a non-probability purposive sampling technique. Data were collected through an online questionnaire using Google Forms and analyzed using multiple linear regression with IBM SPSS Statistics version 25. Findings – The results indicate that product quality, service quality, and price simultaneously have a significant effect on customer satisfaction (F = 26.408; p < 0.001). Partially, product quality (β = 0.213; p < 0.001), service quality (β = 0.072; p = 0.030), and price (β = 0.190; p = 0.044) each have a positive and significant effect on customer satisfaction. The adjusted R² value of 0.258 indicates that the three variables explain 25.8% of the variation in customer satisfaction. Originality/value – This study contributes to culinary marketing literature by simultaneously examining product quality, service quality, and price in the context of Mie Gacoan, a rapidly growing local fast-food brand that has received limited academic attention. The findings provide practical implications for restaurant managers in improving product quality, service delivery, and pricing strategies to enhance customer satisfaction.]]>
Copyrights © 2025
