Pengaruh Harga, Cita Rasa, Kualitas Pelayanan dan Kualitas Produk Terhadap Kepuasan Konsumen Pada Mie Ayam Ngangin Purbalingga
DOI:
https://doi.org/10.54010/wnesrd.v5i1.27Keywords:
Price, Taste, Service Quality, Product Quality, Satisfaction ConsumerAbstract
The large amount of competition from similar businesses has caused Mie Ayam Ngangin Purbalingga to have problems related to a decline in product sales. This happens because similar businesses offer similar products with different prices, product quality and service and tastes. This research aims to determine the influence of price, taste, service quality and product quality on consumer satisfaction. The population in this study was 9,807 people derived from sales data for 2023 and the sample used was 100 respondents using the Slovin formula. The technique used uses accidental sampling. The research results show that the price variable partially has a significant effect on consumer satisfaction. The taste variable partially has a significant effect on consumer satisfaction. The service quality variable partially has a significant effect on consumer satisfaction. The product quality variable partially has a significant effect on consumer satisfaction. The coefficient of determination (R Square) obtained was 0.868, meaning that the variables in this study had 86.8% influence on consumer satisfaction, while the remaining 13.2% was influenced by other variables not examined in this study. Therefore, Mie Ayam Ngangin Purbalingga needs to provide reasonable prices, improve product quality, have a distinctive taste and satisfactory service.
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