PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PADA UMKM SEBLAK GONDEZ DI KEPANJEN KAB. MALANG

This study analyzes the effect of product quality and service quality on customer satisfaction in Seblak Gondez Micro, Small, and Medium Enterprises (MSME) in Kepanjen, Malang Regency. This study uses questionnaire data from a sample of 96 respondents collected through random sampling. This is a quantitative study
with a survey method. The testing instruments used include validity and reliability tests. Data analysis methods used include descriptive analysis, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results show that product quality has a positive and significant effect on customer satisfaction, while service quality has a positive but insignificant effect on customer satisfaction. The results show that product quality is the most dominant factor influencing customer satisfaction in Seblak Gondez Kepanjen MSMEs. This shows that customers prioritize product quality such as taste, topping variety, and product suitability compared to consumer reviews or service quality.