<![CDATA[The development of fast food beverage businesses has led to increased competition among MSMEs, so that product quality and price have become important factors in creating customer satisfaction. This study aims to analyze the effect of product quality and price on customer satisfaction in MSMEs selling Jumbo Ice Tea in Kedung Baruk Village, Surabaya City. The study used a quantitative approach with a causal associative research design. The sample consisted of 100 respondents selected using an accidental sampling technique based on the Lemeshow formula. Data were collected through a four-level Likert scale questionnaire and analyzed using descriptive statistics, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficients of determination with the help of SPSS. The results showed that price (X1) and product quality (X2) had positive and significant relationships with customer satisfaction, with significance values of <0.001 for both variables and an Adjusted R Square value of 0.574, indicating that the model explains 57.4% of the variation in customer satisfaction. These findings indicate that price and product quality are statistically associated with customer satisfaction in the studied MSMEs.]]>
Copyrights © 2026
