Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Kepuasan Konsumen Rumah Makan Sarimaya Kota Bogor

Abstract

This study aims to determine the effect of product quality and price perception on consumer satisfaction at Sarimaya Restaurant in Bogor City. The background of this study is based on the increasingly tight competition in the culinary business, which requires business actors to continue to improve product quality and set prices that are in accordance with the value perceived by consumers. This study uses a quantitative approach with a survey method by distributing questionnaires to 150 respondents who are consumers of Sarimaya Restaurant. The data analysis technique used is multiple linear regression analysis with the help of SPSS 27 software. The results of the study indicate that both product quality and price perception have a positive and significant effect on consumer satisfaction, both partially and simultaneously. This finding implies that consistent improvement in product quality and pricing in accordance with consumer perceptions can increase customer satisfaction and loyalty. Therefore, Sarimaya Restaurant management is advised to continue to pay attention to both factors in its marketing strategy.