ANALISIS PENGARUH KUALITAS PELAYANAN, MUTU PRODUK DAN PENETAPAN HARGA TERHADAP KEPUASAN KONSUMEN PADA TOKO FIKFAN MUARA TEWEH

Abstract

This study analyzes the simultaneous and partial effects of service quality, product quality, and pricing on customer satisfaction at Fikfan Muara Teweh Store. The sample consisted of 40 respondents selected using purposive sampling, employing quantitative methods and multiple linear regression analysis with SPSS 29. The results indicate that service quality and pricing do not significantly influence consumer satisfaction when analyzed partially, while product quality has a positive and significant influence. Simultaneously, all three variables significantly influence customer satisfaction (F-calculated 14.563 > F-table 2.084; sig. < 0.05). Product quality has the greatest influence with a Beta value of 0.442.