PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DI PONDOK WELIRANG WARUNG & CAFÉ CANGAR KOTA BATU

This study aims to analyze the effect of product quality, price, and service quality on customer satisfaction at Pondok Welirang Warung & Café Cangar, Batu City. This study uses a quantitative approach with a survey method on customers who have visited and purchased products at Pondok Welirang Warung & Café. The research sample consisted of 147 respondents selected using accidental sampling techniques. The independent variables in this study are product quality, price, and service quality, while the dependent variable is customer satisfaction measured through the conformity of expectations, willingness to recommend, intention to repurchase, and the overall level of satisfaction. Data analysis was carried out using multiple linear regression with the help of IBM SPSS Statistics. The results showed that product quality and service quality had a positive and significant effect, while the price variable had no significant effect. This finding indicates that customers prioritize satisfaction on the quality of the product received and the service provided compared to the price factor. Thus, improving product quality and service quality is an important aspect that needs to be considered by Pondok Welirang Warung & Café in an effort to increase customer satisfaction. This research is expected to serve as a reference for future researchers and provide practical input for cafes in developing strategies to improve business quality.