PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA RUMAH MAKAN SATE AYAM PONOROGO H. TUKRI SOBIKUN

Rumah Makan Sate Ayam Ponorogo H. Tukri Sobikun is a restaurant that has long been established as a pioneer and icon of chicken satay restaurants in Ponorogo Regency. This restaurant, which has been operating for many years, continues to exist and survive to the present day, indicating that it possesses the main requirements for winning competition against other similar businesses. This study aims to determine the effect of Product Quality, Service Quality, and Price on Customer Satisfaction at Rumah Makan Sate Ayam Ponorogo H. Tukri Sobikun. Data collection in this study used a non-probability sampling technique with purposive sampling, involving 100 respondents. The data analysis methods used included validity testing, reliability testing, multiple linear regression analysis, coefficient of determination test (R²), t-test, and F-test. The results of the study indicate that: 1) Product Quality partially has a positive and significant effect on Customer Satisfaction; 2) Service Quality partially has a positive and significant effect on Customer Satisfaction; 3) Price partially has a positive and significant effect on Customer Satisfaction; 4) Product Quality, Service Quality, and Price simultaneously have a positive and significant effect on Customer Satisfaction.