THE EFFECT OF SERVICE QUALITY AND PRICE ON CONSUMER SATISFACTION AT GEDOH COFFEE
DOI:
https://doi.org/10.36085/jamekis.v8i3.8984Abstract
This research is of significant urgency due to the intense business competition within Indonesia’s economy, particularly in Banyuwangi. As micro, small, and medium enterprises (MSMEs) play a crucial role in employment absorption, innovation is essential to ensure sustainability, especially through strategies related to service quality and pricing that influence customer satisfaction. The primary issues addressed in this study are the effects of service quality and price on customer satisfaction, including the individual impact of each variable. This research employs a quantitative methodology, utilizing validity testing, reliability testing, t-tests, and F-tests. The results indicate that only three statements were found to be invalid, while the overall instrument remains reliable, with a coefficient of 0.860, categorized as very high. The t-test results show that service quality (sig. = 0.000) and price (sig. = 0.042) significantly affect customer satisfaction. Furthermore, the F-test result, with a significance value of 0.000, confirms that service quality and price simultaneously have a significant influence on customer satisfaction. Therefore, it can be concluded that service quality and price positively impact customer satisfaction.
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