Abstract
This study aims to examine the effect of perceived price, service quality, product quality on customer satisfaction at the Mbah Surip Restaurant in Semarang. The population is all customers at the Mbah Surip Restaurant in Semarang. A sample of 96 respondents used a purposive sampling technique. Methods of data collection through questionnaires and data analysis using SPSS 21, including tests: validity, reliability, classic assumption test, multiple regression analysis, hypothesis testing using the t test and R2 test. The results showed that the perception of price, service quality, and product quality had a positive and significant effect on customer satisfaction. Based on the coefficient of determination of 0.879, which means that 87.9 percent of the variable customer satisfaction can be explained by the variable price perception, service quality and product quality, while the remaining 12.1 percent is explained by other variables outside of this study.
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