Analysis of the Impact of Product Quality, Price, Service Quality on Consumer Satisfaction (Case Study of Umkm Cakepa in Batam City)

Abstract

Companies are required to increase their competitiveness continuously, to improve and maintain business and fierce competition requires a way, one of which is to increase customer satisfaction. The purpose of this study was to determine the variables that affect customer satisfaction, this study was conducted to determine whether product quality, price, and service quality affect customer satisfaction at Cakepa cake shop in Batam City. The writing method uses descriptive with a quantitative analysis approach, the population in this research is Cakepa customers in Batam city. The sampling technique in this study used purposive sampling method with a sample of 85 respondents. The analytical tool used to measure the influence of the elements mentioned above is multiple linear regression. Based on the analysis, it can be concluded that simultaneously the variables of product quality (X1), price (X2), and service quality (X3) affect customer satisfaction (Y). Partially, the variables of product quality (X1), price (X2) and service quality (X3) have a significant effect on customer satisfaction (Y)