<![CDATA[This study aims to analyze the influence of price and service quality on customer satisfaction at the Richeese Factory Pahlawan Revolusi branch in East Jakarta. The study employs a quantitative approach using purposive sampling with 85 respondents. Data were collected via questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination, utilizing IBM SPSS Statistics version 27. The results indicate that price has a positive and significant effect on customer satisfaction, with a calculated t-value of 10.176 and a significance level of <0.001. Service quality also has a positive and significant effect, with a calculated t-value of 3.002 and a significance level of 0.004. Simultaneously, price and service quality significantly influence customer satisfaction, with a calculated F-value of 114.358 and a significance level of <0.001. The R-square value of 0.736 indicates that price and service quality explain 73.6% of the variation in customer satisfaction. Thus, it can be concluded that price and service quality—both individually and simultaneously—play a significant role in enhancing customer satisfaction. ]]>
Copyrights © 2026
