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Abstract:
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This study aims to determine the effect of product quality and price on
customer satisfaction Cam Cafe Brebes either partially or simultaneously. This
research is quantitative research. The population in this research is all Cam Café
Brebes consumers. The sampling technique used accidental sampling technique
with a total sample of 218 people. Data collection techniques use questionnaires
and documentation. The data analysis techniques used are descriptive analysis and
multiple linear regression. The results showed that: (1) there was a positive and
significant effect of product quality on consumer satisfaction in Cam Café Brebes,
as evidenced by the t-value of 4,470 and a significance value of 0.000 (2) there
was a positive and significant effect of price on customer satisfaction in Cam Café
Brebes, the calculated t value is 7.263 and the significance value is 0.000; (3)
there is a positive and significant effect of product quality and price variables on
consumer satisfaction at Cam Café Brebes, as evidenced by the calculated F value
of 44,553 and a significance value of 0.000. Consumer satisfaction is influenced
by product quality and price by 55%, while the remaining 45% is influenced by
other variables not examined in this study. |