Abstract
The purpose of this study was to determine the effect of service quality and price on customer satisfaction on grilled chicken restaurants of Pak Atok Bakom, Ciawi Bogor. This study is a quantitative approach. The population in this study are consumers who visit the Grilled Chicken Restaurants of Pak Atok Bakom, Ciawi Bogor. Meanwhile, the sample used was based on the Accidental method, which is a technique for determining the sample based on needs only, members who were met by researchers and were willing to become respondents. The type of data used in this study is quantitative data which obtained through an online questionnaire, namely the Google Form. Questionnaires are used to obtain respondent data regarding service quality, price and customer satisfaction with data sources obtained directly from consumers or customers who have been or are now customers of Pak Atok Bakom's Grilled Chicken Restaurant in Ciawi Bogor. Moreover, the data analysis carried out by several test, namely Validity test, Reliability test, and Hypothesis test. The finding reveals that service quality has a significant effect on customer satisfaction and the price has a significant influence on customer satisfaction. Likewise, service quality and price has a significant effect on customer satisfaction, it is proven by path coefficient value of service quality and price on customer satisfaction which are 0,000 and the t-statistic is 5,381, hence the t-statistic is significant because > 1,96 with p value < 0,00.
Highlights
IntroductionThe business sector must be able to maximize its company's performance, notably in the area of culinary food, in order to compete in the market in a healthy manner in this increasingly competitive era
By taking into account the background in question, this study aims to analyze the effect of service quality and price on customer satisfaction on Grilled Chicken Restaurants of Pak Atok Bakom, Ciawi Bogor
This study aims to determine the relationship between three variables, namely the service quality variable (X1) and the price variable (X2) as the independent variable, while the customer satisfaction variable (Y) act as the dependent variable
Summary
The business sector must be able to maximize its company's performance, notably in the area of culinary food, in order to compete in the market in a healthy manner in this increasingly competitive era. The company must do everything it can to study and understand its consumers' requirements and expectations. Organizations will be able to construct marketing strategies based on the needs and desires of customers in order to achieve customer satisfaction. Customers' levels of satisfaction or dissatisfaction with a product are a part of the whole customer experience. Customers will be able to use this value to compare the prices of their own items to those of competitors. As long as a company is delivering high-quality products, it should be able to satisfy or even exceed the expectations of its customers in terms of value and satisfaction
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