Exploring the Drivers of Customer Satisfaction: Service Quality, Product Quality, and Price Perception in a Local Culinary Business

Abstract

Customer satisfaction is an important indicator of success in the culinary business. This study aims to examine the effect of service quality, product quality, and price perception on customer satisfaction at Sambelan Mak Mboizzz Restaurant, Kalijogo Branch, Tuban. This study employed a quantitative approach with a population of 500 customers and a sample of 222 respondents selected using the accidental sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 27. The results indicate that service quality has a significant negative effect, while product quality and price perception have significant positive effects on customer satisfaction. Simultaneously, the three variables significantly influence customer satisfaction. These findings provide useful insights for culinary business owners in improving customer satisfaction through better product quality, service evaluation, and appropriate pricing strategies.