THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, PRICE AND TASTE ON CUSTOMER SATISFACTION OF CHICKEN SATAY MSMES IN LAMONGAN (CASE STUDY OF MADURESE MBAK SUSAN'S CHICKEN SATAY CONSUMERS IN SUGIO)
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Abstract
In the era of globalization and increasingly fierce competition, MSMEs play an important role in the Indonesian economy, including in the culinary sector. Chicken Satay in Lamongan is a product that has great potential, both in terms of taste and marketing. This research aims to determine the influence of service quality, product quality, price and taste on consumer satisfaction with chicken satay MSMEs in Lamongan. This research is a quantitative type and the technical analysis used is validity test, reliability test, multiple linear regression analysis test, T test (Partial), F test (Simultaneous), and coefficient of determination test. The number of samples taken using the purprosive sampling method with the Slovin formula was 98 respondents. In this research, the results showed that service quality did not have a partial and significant effect on consumer satisfaction. Product quality does not have a partial and significant effect on consumer satisfaction. Price does not have a partial and significant effect on consumer satisfaction. taste has a partial and significant effect on consumer satisfaction. Furthermore, there is a simultaneous influence between the variables Service Quality (X1), Product Quality (X2), Price (X3), and Taste (X4) on Consumer Satisfaction (Y).
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