IMPACT OF PRODUCT QUALITY AND SERVICE QUALITY ON CONSUMER SATISFACTION

Abstract

The rapid growth of food business in Indonesia also leads to increased competition. Restaurants should have the advantage of being able to compete in order to survive and win the competition in this food business. One way that can be used to achieve such excellence is to implement the right quality of service and product quality so as to improve customer satisfaction and create consumer loyalty. This research aims to analyse the impact of service quality and product quality on customer satisfaction and the customer loyalty in restaurants and to know which factors are influential in the restaurant. This research aims to determine the influence of product quality and service quality on consumer satisfaction at Mie Gacoan Kenjeran 2 Surabaya. The research method uses quantitative methods. The data used are primary and secondary data. Data was obtained by distributing questionnaires to a sample of 97 respondents. This research uses a purposive sampling method and the analytical tool used is multiple linear regression with the help of the SPSS 29 program. Partial test results show that product quality has a significant effect on consumer satisfaction, service quality has a significant effect on consumer satisfaction. For the simultaneous test, it shows that product quality and service quality have a significant effect on customer satisfaction. The coefficient of determination value is 0.665, meaning that the regression model obtained is able to explain that product quality and service quality variables can influence consumer satisfaction at Mie Gacoan Kenjeran 2 Surabaya by 66.5%. Meanwhile, the remaining 33.5% is influenced by other variables not explained in this research.