Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen Pada Resto Lazatto Di Kota Dan Kabupaten Sorong

Puji Lestari (Institut Agama Islam Negeri Sorong Papua Barat Daya, Indonesia)
Andi Ahriani (Institut Agama Islam Negeri Sorong Papua Barat Daya, Indonesia)

At-Thariqah Jurnal Ekonomi
Vol. 6 No. 1 (2026): At-Thariqah: Jurnal Ekonomi

This study aims to analyze the effect of product quality and price on customer satisfaction at Lazatto Restaurant in Sorong City and Sorong Regency, both partially and simultaneously. The study employed a quantitative approach with an associative research design. The population consisted of all customers of Lazatto Restaurant, with a sample of 96 respondents selected using a non-probability sampling technique through accidental sampling. Data were collected through observation, questionnaires, and documentation, and were analyzed using multiple linear regression with the assistance of SPSS version 31. The results indicate that product quality has a positive and significant effect on customer satisfaction. Meanwhile, price has a positive but insignificant effect on customer satisfaction. Simultaneously, product quality and price have a significant effect on customer satisfaction. These findings suggest that product quality is the primary factor influencing customer satisfaction at Lazatto Restaurant in Sorong City and Sorong Regency