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The Influence of Product Quality, Service Quality, and Price Perceptions on Customer Satisfaction Rocket Chicken Kendal City Patukangan Branch

Authors

Pramesti Dewi Setyaning Ayu Muhammadiyah University of Semarang
Edy Purwanto Muhammadiyah University of Semarang

Keywords:

Customer Satisfaction, roduct Quality, Service Quality, Price Perception, Rocket Chicken

Abstract

his research looks at the influence of product quality, service quality, and price perception on customer satisfaction at Rocket Chicken, Patukangan branch, Kendal City. The data were collected to 100 customers with the help of purposive sampling and analyzed by using multiple line regression and hypothesis testing of SPSS. The results indicated that product quality (X1) had a negative but insignificant impact on customer satisfaction (Y). In contrast, service quality (X2) and price perception (X3) positively and significantly influenced customer satisfaction. The overall impact of product quality, service quality and price perception on perceived customer satisfaction was also positive and significant. These results highlight the importance of service quality and price perception in driving customer satisfaction at Rocket Chicken. Improvements in these areas can lead to higher levels of customer satisfaction and, consequently, better business performance. These findings indicated that service quality and price perception were the most significant factors impacting customer satisfaction levels at Rocket Chicken.

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Published

2024-07-27

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How to Cite

Ayu, P. D. S. ., & Purwanto, E. . (2024). The Influence of Product Quality, Service Quality, and Price Perceptions on Customer Satisfaction Rocket Chicken Kendal City Patukangan Branch. Economics and Business International Conference Proceeding, 1(2), 907–918. Retrieved from https://jurnalnew.unimus.ac.id/index.php/EBiC/article/view/503