Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Harga Terhadap Kepuasan Pelanggan pada Clover Bakeshoppe di Cabang Medan Petisah

Abstract

This research aims to determine the effect of product quality, service quality, and price on customer satisfaction at Clover Bakeshoppe in the Medan Petisah branch. This study is associative research and the type of data used is quantitative data. The population in this study consists of consumers who have purchased from and visited Clover Bakeshoppe Medan Petisah branch. The sample size in this study is 100 people with purposive sampling technique, with the criteria being consumers aged over 17 and consumers who have purchased from and visited Clover Bakeshoppe Medan Petisah branch at least twice. The data analysis used is multiple linear regression analysis. The data processing in this research uses SPSS 26. The results of this study indicate that simultaneously, product quality, service quality, and price have a positive and significant effect on customer satisfaction. Partially, product quality, service quality, and price also have a positive and significant effect on customer satisfaction at Clover Bakeshoppe in the Petisah branch of Medan. Based on the coefficient of determination, the independent variables can influence the dependent variable by 65.7%.