Pengaruh Harga, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada I Am Geprek Bensu Di Kota Palembang
DOI:
https://doi.org/10.31004/joecy.v6i1.8200Keywords:
Harga, Kualitas Produk, Kualitas Pelayanan, Kepuasan PelangganAbstract
Persaingan yang semakin ketat dalam industri kuliner menuntut pelaku usaha untuk mampu memahami faktor-faktor yang memengaruhi kepuasan pelanggan, khususnya terkait harga, kualitas produk, dan kualitas pelayanan. Kepuasan pelanggan menjadi indikator penting dalam menjaga keberlangsungan dan daya saing usaha makanan cepat saji. Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas produk, dan kualitas pelayanan terhadap kepuasan pelanggan pada I Am Geprek Bensu di Kota Palembang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap konsumen yang telah melakukan pembelian lebih dari satu kali, yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda dengan uji parsial (uji t) dan simultan (uji F) menggunakan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial harga, kualitas produk, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap kepuasan pelanggan dengan kemampuan penjelasan model sebesar 37,9%. Temuan ini menegaskan bahwa kepuasan pelanggan terbentuk dari kombinasi persepsi harga yang sesuai, kualitas produk yang konsisten, dan pelayanan yang responsif. Penelitian ini memberikan implikasi praktis bagi manajemen I Am Geprek Bensu dalam merumuskan strategi pemasaran yang terintegrasi untuk meningkatkan kepuasan pelanggan secara berkelanjutan.
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